In its build up to the kick-off of the 2015/16 NFL season, daily fantasy sports (DFS) operator DraftKings has spent more on TV advertising than any other US company, according to data from media analysis software iSpot.TV
It is estimated that the DFS operator has spent in the region of $24 million advertising on TV networks, promoting its campaign “Real People, Real Winnings”
US sports business news source, Legalsportsreport.com has speculated that DraftKings has so far spent over $100 million on TV advertising in 2015.
Lured into a high spend marketing battle with market leader FanDuel, the NFL season will be a critical point for both operators who have been valued $1 billion following their latest venture funding rounds.
In July DraftKings secured a major marketing coup, by announcing that it had committed a long term advertising partnership with ESPN Disney, the US’ largest sports TV broadcast network. The partnership was valued at $250 million spend for a period of two years.
Gearing up to NFL 2015/16, DraftKings announced at the start of September that it would air its new marketing campaign under the guidance of new marketing and brand agency BSSP San Francisco. The operator’s marketing team highlighted that it wanted to widen it appeal beyond DFS’ male centric audience.
BSSP has commissioned the “Welcome to the Big Time” campaign, which will be narrated by Academy award winning actor Edward Norton.
“Welcome to the Big Time” DraftKings NFL 2015/16