People who bet on the Indiana Pacers tend to follow the games longer—fan engagement, they call it. It attracts more sponsors for the team on the various platforms and in the arena and commands more money for broadcast rights.
So, it’s no wonder the Pacers have followed the New York Knicks, New York Rangers and Madison Square Garden itself in partnering with DraftKings as their official sports betting outlet.
The unofficial Pacers partnership comes shortly after Indiana legalized sports betting, along with online and retail sportsbooks, in 2019. DraftKings was the first to offer online betting at the start of October. It’s the most successful Indiana online sportsbook in the early months of the market.
In early January, the Madison Square Garden Company announced a marketing partnership that makes DraftKings the exclusive sports betting and daily fantasy sports partner of the Knicks and Rangers, as well as the famous arena. The agreement provides DraftKings with premier brand integration including digital platforms, in-game promotion and out-of-home signage.
“DraftKings has established itself as one of the most successful gaming companies in the industry and we are honored to continue our partnership with their incredible brand,” said Ron Skotarczak, executive vice president, marketing partnerships, The Madison Square Garden Company. “We are both committed to ensuring that our customers have the best possible experience and we look forward to continuing to work closely with DraftKings on programs and promotions.”
DraftKings’ partnership includes significant exposure at the Garden for all games and throughout broadcasts on MSG Networks. Integration during games will incorporate a variety of elements including digital and static signage throughout the arena, exposure on GardenVision, the multi-media display, and branding on the apron of the court for Knicks games and on the penalty box and visiting team bench for Rangers games. DraftKings will have the ability to set up activation areas at a variety of fan events the Knicks and Rangers hold throughout the year.
“We are proud to be named the official sports betting partner and continue as the daily fantasy partner for two of the most iconic franchises in all of sports that play there,” said Ezra Kucharz, chief business officer, DraftKings in a press release. “The emphasis on immersive engagement perfectly complements DraftKings and our likeminded commitment to experiential excellence.”
The integrated partnership between the two companies allows DraftKings to have a presence on the seven video boards on the outside walls of The Garden, which offer exposure to the more than a million people who walk by each day.
DraftKings hopes the Pacers deal will help cement its place as the leading sportsbook in the state, according to PlayIndiana.com. DraftKings has led Indiana sportsbooks in terms of total amount wagered and revenue generated since launch last fall.
For the Pacers, they obviously get something from the deal in terms of money, although the terms are unknown.
The Pacers, DraftKings and Madison Square Garden spokespeople declined comment.
