DraftKings, a world leader in Fantasy Sport and one of New Jersey sports-betting pace-setters, is getting into Google advertising.
Following ‘pitches’ by a number of ad agencies, it has appointed NMPi Incubeta, to lead its new Google advertising strategy.
Its move follows last week’s announcement that Google was moving away from its anti-sports betting stance. It has granted advertising rights to eight US states who, since the prohibition of sports betting, have legalized sports betting.
Three of them are New Jersey, Nevada, and West Virginia, where bête testing with Google has been taking place. The other five are Pennsylvania, Rhode Island, Montana, Iowa, and Indiana.
Stephanie Sherman of DraftKings marketing said her company was “excited to be working with NMPI as betting “expands across the US”.
Has a wealth of experience in sports-betting
“ They have a deep understanding of Google’s advertising technology as well as a wealth of expertise in the sports betting arena. They felt like a natural choice for us and we look forward to getting started.”
NMPi will primarily focus on advertising DraftKings’ DFS and sportsbook offerings. It will be able to draw on the experience it has off building and managing sports brands in Europe.
Charlie Rowe, Head of Industry at NMPi, added: “DraftKings is a forward-thinking, ambitious company. It is operating in a space where we’ve had huge success in across the EMEA market.
“We are therefore delighted that we will be able to bring this experience together with our cutting edge digital capabilities. It should drive performance and help DraftKings achieve market dominance.”
Since the end of August 2019, Google has made Daily Fantasy Sports advertising available in 19 states. As a verified Google Marketing Platform Partner, has been tasked with targeting new customers via a range of digital channels to coincide with the NFL season.
