DraftKings has signed a promotional and advertising partnership with the CFL and will begin CFL daily fantasy games this week, extending its presence significantly in Canada. The deal provides DraftKings with a variety of online and offline assets, including in-venue presence and use of league, team and player marks and images. Like many of DraftKings’ U.S.-based sports deals, the company will also gain access to CFL game tickets, VIP experiences and other exclusive amenities to use as game prizes. This is the first time the CFL has been a featured sport on a major daily fantasy provider. Financial terms were not disclosed, but the pact is centered around free-to-play daily fantasy games for the CFL as opposed to fee-based contests that form the core of the industry. The deal is also DraftKings’ second major partnership in Canada following a major four-year agreement struck last year with MLSE. “This is a real opportunity to continue to diversify our footprint,” said DraftKings Chief Int'l Officer Jeffrey Haas. “Obviously, there’s a passionate audience in Canada for the league, but games are also seen in the U.S, the U.K., and elsewhere.” The DraftKings deal also expands upon a prior pick-‘em fantasy game the CFL developed internally last year and will continue to operate. CFL Senior VP/Marketing & Content Christina Litz: “Sports are obviously not a lean-back experience, and increasingly so. So fantasy for us is a big tool to create new avenues of fan engagement" (Eric Fisher, Staff Writer).
PLAY IT AGAIN, SAM: The CP's Dan Ralph reported the CFL is "teaming up with You Can Play on a clothing line supporting LGBTQ inclusion in sports." Hats, T-shirts and other items will be "available in the colours of the CFL’s nine teams and feature the You Can Play insignia." Twenty-five percent of proceeds "will go to You Can Play’s programs in Canada." You Can Play "promotes the safety and inclusion for all participating in sports, including LGBTQ athletes, coaches and fans." You Can Play co-Founder and NHL Dir of Player Safety Patrick Burke: "What we’re seeing now is more players being comfortable, being more aggressive and open in their support for the LGBT community. We’re seeing momentum build under the idea it’s time to be intentional, it’s time to be aggressive and it’s no longer enough to be neutral on these issues." Other leagues to partner with You Can Play include the NHL, MLS and CWHL (CP, 6/16).
