Sponsorship deal includes experiential elements, such as chance to play a round of golf with DeChambeauGETTY IMAGES
Bryson DeChambeau is the "new face of DraftKings golf" after he partnered with the company on a "multiyear content and marketing deal in which the reigning U.S. Open champion will seek to boost fan excitement and engagement," according to Erik Matuszewski of FORBES. DeChambeau "will wear the DraftKings logo on his signature Hogan cap" next week at The Masters, but DraftKings has "bigger strategic plans than brand visibility." The sponsorship also includes "experiential elements for fan engagement, such as the opportunity for a DraftKings user to play a round of golf with DeChambeau or get golf lessons" (FORBES.com, 11/3). DeChambeau said of DraftKings, "They are a company that is pretty young and thriving and for me, personally, the whole fantasy golf space, the whole betting world, is getting bigger and bigger and I want to be associated with a brand that is growing the game and exposing the game in different areas. This is the future. And I want to be a part of that" (GOLFWEEK.com, 11/2).
POLICY CHANGE: ESPN.com's David Purdum noted DeChambeau during The Masters "will become the first golfer to wear a logo of a sports betting or fantasy sports company." On June 1, the PGA Tour "approved a policy change that allowed players to have sponsorship deals with betting operators specifically." In mid-October, Jason Kokrak "sported a BetMGM logo on his hat during the C.J. Cup tournament in Las Vegas, which he won." Golf is the "fourth-most-popular sport for DraftKings' daily fantasy contests, and the company says betting handle on golf has seen a year-over-year growth of more than 10 times" (ESPN.com, 11/2).
