As part of a multi-year partnership in which he will represent the digital sports entertainment and gaming business through an integrated brand, content, marketing, and VIP centric collaboration, Bryson DeChambeau has become the first active professional golfer to join up with DraftKings.
DeChambeau is currently ranked No. 6 in the Official World Golf Ranking, serving as the ‘face of DraftKings golf’ and is coming off his first major championship at the September 2020 US Open. The DraftKings logo will be featured on DeChambeau ‘s signature golf cap starting with the 2020 Masters.
Co-founder and CEO, DraftKings, Jason Robins, commented: “Professional golf has been a key growth sport in both daily fantasy and sports betting, and our collaboration with Bryson DeChambeau is a notable new layer of mainstream brand exposure and fan experience.
“As one of golf’s most promising athletes and the current US Open champion, DraftKings is strategically aligning with winning athletes like Bryson who embody and embolden the competitive fire of our customers.”
Golf remains the company’s fourth-most-popular daily fantasy sport, according to DraftKings, while golf sportsbook handling has increased over 10 times year-over-year. The 2019 Masters ranked among the top five highest-bet sports events on DraftKings, except NFL games, while 2020 featured many of the company’s most successful golf betting tournaments of all time.
The athlete sponsorship often includes specific experiential elements in the midst of this increase in golf betting to engage fans, such as playing a golf round with or taking golf lessons from DeChambeau.
The golfer said, commenting on his new ambassadorial role: “DraftKings has been at the forefront of innovation for how people experience golf, and the company continues to modernize the game through technology built by and for sports fans. The gaming industry has already helped golf reach broader audiences, and I am proud to work with DraftKings on boosting fan excitement and engagement in the game.”
DraftKings is providing a $100,000 free-to-play pool that captures the action of both sports, with the 2020 Masters taking place in November for the first time in history and overlapping with the NFL during the final round on Sunday. This is the company’s first multi-sport pool to be built as it further adapts to the special 2020 sports calendar.