New daily fantasy provider Draft Ops has signed on to sponsor “The Rich Eisen Show” on DirecTV and NFL Now.
The company signed a three-year, seven-figure “content integration” deal that will see Draft Ops introduced into the show’s content.
“What we’re excited about is that it’s really a content integration play,” said Gerryann Agovino, DirecTV’s vice president of audio and original content. “Fantasy is a big part of what they’re talking about on the show. This was a no-brainer.”
DirecTV and Playbook Inc., which represents Eisen, negotiated directly with executives from Draft Ops.
Deal terms will have traditional sponsorship features, with Draft Ops branding in the show’s green room. The daily fantasy provider also will be Eisen’s “On-the-Road” sponsor for 17 weeks during the NFL season. The deal also will see Draft Ops become part of the content of the show, which runs from noon to 3 p.m. ET.
“Draft Ops are invested and understand the gravitas and art of the possible with Rich Eisen,” said Reed Bergman of Playbook.
One example is with a fantasy contest where the winner will have Eisen help them pick a fantasy lineup. Eisen also will appear in future ads for Draft Ops.
The sponsorship is significant for Draft Ops, which is a new player in the daily fantasy space, having just launched late last year. It has tried to establish market share in the fast-growing daily fantasy business, which now is dominated by two brands: FanDuel and DraftKings, which counts Disney/ESPN as an investor.
Earlier this year, Draft Ops signed a marketing deal with Bellator MMA.
