DraftKings And The Pacers Make Their New Sports Betting Partnership Official

Posted on February 13, 2020

Although Indiana NBA fans might have already noticed some elements of a new marketing push by DraftKings, they no longer should wonder why. The Pacers sports betting partnership that PlayIndiana reported on last month is now official.

The announcement from DraftKings came as part of a larger announcement from the company about similar partnerships with two other NBA franchises. It’s convenient timing because of the proximity of the 2020 NBA All-Star festivities in nearby Chicago.

Details of the Pacers sports betting partnership with DraftKings

The deal makes DraftKings the official daily fantasy sports game and sportsbook partner of the Pacers. That means Pacers fans can expect to see signage and other forms of marketing for DraftKings at Bankers Life Fieldhouse.

DraftKings will also sponsor activities for fans like fantasy camps and honorary team captain presentations. Representatives for both corporations made statements in a press release Thursday.

We are delighted to welcome DraftKings into the Indiana Pacers’ family of corporate partnerships,” said Rick Fuson, Pacers’ sports and entertainment president and COO. “With prominent in-arena presence, presenting sponsorship of our popular post-game show hosted by Eddie White and other elements, our fans are certain to understand the strength and value of this partnership for both of us. It truly is a win-win.”

It is with great enthusiasm that we announce these multi-year partnerships with the Celtics, 76ers, and Pacers. The NBA represents DraftKings’ second-most-popular sport, and we are thrilled to offer our fanbase a continually unique and authentic sports gaming product,” said Ezra Kucharz, chief business officer at DraftKings. “Each of these partnerships represent a common strategy and stress the importance NBA teams and DraftKings place on fan engagement and overall customer experience.

As Kucharz alluded to, DraftKings has reached similar terms with the Boston Celtics and Philadelphia 76ers. The deal with Boston differs slightly, however, as sports betting remains illegal in DraftKings’ home state of Massachusetts.

For the Celtics, the deal only covers DFS games right now. Should the law change in Massachusetts, it’s likely that these two parties will renegotiate the deal to expand the partnership.

While this represents a great move for DraftKings’ visibility, it also ups the ante in Indiana. Because of that, there could be similar news around the state soon.

Your move, Colts and FanDuel, other sportsbook brands

The state’s other franchise from North America’s “Big Four” professional sports leagues, the Indianapolis Colts, might be the next to benefit from a similar arrangement. Indianapolis put an agreement in place with FanDuel last October, but only for DFS.

That deal was only for the 2019-20 NFL season, however. It’s uncertain whether FanDuel has any kind of inside track to a new partnership because of its history with the team.

If that’s the case, Colts fans could see a new, expanded deal before the next NFL season. That would likely cover sports betting as well as DFS.

It’s possible that another brand like PointsBet might play “disruptor” and outbid FanDuel, however. PointsBet has already used professional athletes like Allen Iverson in its marketing. The company also recently inked a deal with the NBA.

Regardless of what happens with the Colts moving forward, the Pacers have joined DraftKings’ team. Because of that, Indiana NBA fans will see more of the brand.

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Derek Helling

Derek Helling is a lead writer for PlayUSA and the manager of BetHer. He is a 2013 graduate of the University of Iowa and covers the intersections of sports with business and the law.

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