A week after soft-launching its DraftKings Sportsbook app (which was opened to the public Monday) and a day after bringing in NBA Hall of Famer Charles Barkley as its pitch-man, DraftKings is apparently on the threshold of a marketing partnership with Buffalo Wild Wings.
The news was reported by Legal Sports Report, although no details of the deal were disclosed.
A match made in gaming heaven?
According to a source who spoke with LSR, DraftKings continues to dig deeper into the sports betting industry by potentially teaming with popular sports bar and restaurant Buffalo Wild Wings. The source did not say whether the partnership includes anything beyond marketing.
Earlier this week, BWW expressed interest in welcoming regulated wagering to its more-than-1,200 locations nationwide. A spokesperson with BWW told ESPN that the company is “uniquely positioned to leverage sports gaming to enhance the restaurant experience for our guests.”
With a high volume of televisions and emphasis on sports (the restaurant’s slogan is “wings, beer, sports”), BWW seems to be an ideal fit for daily fantasy sports giant DraftKings. Though DraftKings Sportsbook is only operational in New Jersey, its foundation could easily be replicated for other states that legalize sports betting, something the DFS company certainly intends to do.
As such, two companies that focus on and emphasize sports should naturally create a perfect partnership.
BWW getting the help it needs
The two entities do not have a rich history in sports betting.
DraftKings itself just added the industry to its DFS offerings thanks to a partnership with Resorts Atlantic City. Using the casino’s license, DraftKings Sportsbook became the first to offer a mobile platform in the Garden State by rolling out its app this week.
On Thursday, DK Sportsbook continued to grab headlines by announcing that Barkley would appear in a series of ads promoting the app.
Obviously, the more marketing at the company’s disposal can only lead to more exposure. That could surely be the case if this marketing partnership with BWW comes to fruition.
For the restaurant chain, if it is truly sold on entering the sports betting industry, having a helping hand will be beneficial. With DraftKings, BWW could have the partner it needs to offer regulated wagering.
Back-pedaling on previous statements?
What’s interesting is, according to a Gaming Today story published this week, the restaurant wants “into the sports betting business and they don’t want to share their cash like some of the other operations do. They want their own booking operation” rather than work alongside a third party.
With no further details on the partnership between DraftKings and Buffalo Wild Wings, it is difficult to speculate what is included in the deal.
That said, with DraftKings Sportsbook, BWW could provide ample marketing opportunities for the app, especially in states where mobile wagering is live (New Jersey, Nevada) and in states that could go live (Delaware, Mississippi, West Virginia, Pennsylvania) down the road.