DraftKings, NBA Partner for Team Merch Apparel Line
Popular U.S. sportsbook DraftKings and the NBA have announced an original line of cobranded apparel, including hats, t-shirts, and hoodies. The collaboration for the upcoming basketball season.
The collection, “NBA Collection presented by DraftKings,” will feature unique designs that merge Boston-based DraftKings’ gold crown logo with NBA licensed team logos. Teams represented include the Boston Celtics, the L.A Lakers, and the Chicago Bulls.
This collaboration marks the first time a U.S. online sports betting operator has launched merchandise with the NBA.
The collection will be available for purchase starting November 2, with prices ranging from $30 to $75. Fans can get their hands on the collaboration via the operator’s online shop at selected DraftKings’ pop- ups, including events at its home state Massachusetts retail sportsbooks venues.
However, seeing as it is gambling-related merch – and Massachusetts’ sports betting regulator is strict with what is considered advertising for age limit display purposes – only those of 21+ age will be able to buy in.
“Through our longstanding relationship with the NBA, we were able to tap into the passion that millions of DraftKings customers have for the NBA by creating a custom, cobranded clothing collection that fans everywhere can enjoy,” said Matt Kalish, cofounder and president of DraftKings North America, in a press release.
Sports Betting Collaborations Continue
Sportsbook Fanatics, which expanded across the U.S rapidly in 2023 after acquiring the U.S. division of Australian operator PointsBet, is now not the only sports betting and sports merch provider in town.
The hot new sportsbook of 2023, or at least until Penn Entertainment’s new ESPN Bet arrives, Fanatics Sportsbook is seeing initial success with its huge following for the Fanatics sports merchandise business.
The operator has utilized its merchandising background to roll out its sportsbook this fall, offering promotions such as a voucher for $150 in Fanatics Store merchandise for new users who bet $50. However, unlike DraftKings, Fanatics’ merchandise does not include any cobranding with their sportsbook.
This approach has sometimes got the operator in trouble. Earlier in 2023, regulators for Massachusetts and Ohio sports betting did not like Fanatics offering free bets with merch purchases, and swiftly shut that down. So, for now, it has to stick to free merch for betting customers, rather than the other way round.
DraftKings Connecting with Customers in New Ways
Meanwhile, this latest line of apparel is an example of DraftKings continuing to expand its footprint beyond purely betting and gaming. In 2021, the company launched DraftKings Marketplace, an NFT ecosystem – although that market has since crashed horribly, with many once-prized NFTs being worth basically zero.
A more predictable market is sports betting fans who also like wearing clothes that support their team.
“There is a strong affinity toward DraftKings’ signature crown logo, and combining that with one-of-a-kind designs that feature NBA teams, allows us to further connect with the lifestyle of our customers in a whole new way,” said Kalish.
In 2023, DraftKings also found another new way for golf betting fans to play. It recently announced the upcoming October opening the very first permanent sportsbook on a PGA Tour golf course. It has collaborated with the PGA Tour and TPC Scottsdale to add a unique golf betting experience to the list of Arizona retail sportsbooks.