DraftKings has recently joined hands with the world’s No.6 golfer, Bryson DeChambeau, in a multi-year partnership ahead of the 2020 Masters. Bryson will become the first active professional golfer and recent US Open champion to feature as the face of DraftKings golf.
The integrated brand, content, marketing, and VIP-centric partnership will see the DraftKings logo featured on DeChambeau’s golf cap in the 2020 Masters. He’s currently ranked No.6 in the Official World Golf Ranking.
As part of the deal, Dechambeau will become DraftKing’s brand ambassador in golf. The California-based player will participate in marketing and VIP-centric collaborations as well. The agreement will also offer DraftKings customers the chance to win personal experiences with the California-based golfer, including rounds of golf and golf lessons.
DeChambeau will also be generating data-based golf content besides discussing other sports. However, he will reportedly refrain from talking about gambling specifically, including odds to win golf tournaments. While expressing his feelings on this historic partnership with DraftKings, DeChambeau said, “The gaming industry has already helped golf reach greater audiences. I’m proud to work with DraftKings on enhancing fan excitement and engagement in the game.”
DraftKings claims that golf is the fourth-most popular sport for daily fantasy sports, reporting that the 2019 Masters was among the top 5 events (excluding NFL) on DraftKings. The company’s co-founder and CEO Jason Robins said, “Professional golf has been a critical growth sport in both daily fantasy and sports betting,” and added that the collaboration with DeChambeau is a considerable “new layer of mainstream brand exposure and fan experience.”
Golf and Sports Betting
Golf has grown to be a significantly popular sport in the betting industry over the recent years that saw betting handle on the year-over-year sport growth of more than ten times.
Earlier in 2020, DraftKings became the PGA Tour’s first sport betting partners. The PGA Tour allowed a change in its policy, enabling players to have sponsorship collaborations with gambling companies. In October, Jason Kokrak won the CJ Tournament in Las Vegas with the BetMGM logo on his golf cap.
Although the DraftKings logo on DeChambeau’s cap won’t guarantee him a win, he has the best chances at the Green Jacket in the first-ever Master’s Tournament scheduled in the fall.
A Fall Masters
It will be the first time that the Masters will be held in Fall, thanks to the pandemic. It will also be the first time a golfer would be wearing a logo of a gambling entity in Augusta National. So, the 2020 Masters is bound to be a one of a kind experience for both golf fans and bettors.
DeChambeau will be arriving at August National two months after winning his first major title at the US Open. He sees a shared future between golf and sports betting and feels proud to be a part of the growing brand and exposing the game in different areas.
With the Masters moved back to November, its final round at Augusta National will coincide with NFL Sunday for the first time. As a result, DraftKings will run its first multi-sport pool, offering a $100,000 free-to-play that ties into both sports.