Strategic, multi-year deal

The NFL’s Buffalo Bills have added FanDuel to their roster as an official mobile sports betting partner in a strategic multi-year deal.

The Bills took to Twitter Thursday to welcome FanDuel on board the same day the partnership got inked:

The strategic tie-up between the two brands also names FanDuel as a daily fantasy sports (DFS) partner. The partnership gives FanDuel the right to use official Bills marks and logos, plus the sportsbook can also host activation events at the Bills’ Highmark Stadium in Orchard Park, New York.

The deal also gives FanDuel access to media assets, including in-game signage, TV, and radio spots. Another win for FanDuel is that it gets to be presenting sponsor of the Buffalo Bills-themed podcast, Bills by the Numbers. The popular show, which discusses team updates and key fantasy matchups, is hosted by Bills’ Wall of Famer Steve Tasker and Bills insider Chris Brown.

Battleground New York

Rival, big-name sportsbooks consider New York a vital strategic staging post in establishing brand leadership in the national sports betting and iGaming market. FanDuel, along with DraftKings, Caesars, and BetRivers were among the operators the New York Gaming Commission (NYGC) awarded ten-year online sports betting licenses to in November.

The four rivals have gotten out of the blocks early, with the NYGC giving the sportbooks the green light to go live in the state starting 9am Saturday. For FanDuel and the Bills, the partnership comes at an exciting time, with the franchise on the verge of the AFC East division over the New England Patriots.

FanDuel Group’s CMO Mike Raffensperger said the partnership with his firm was a “natural collaboration.” He drew parallels between FanDuel’s “absurdly fan-focused” model and the Bills’ culture being founded on “genuine connection with their fans.”

one of the most loyal fanbases in sports”

Raffensperger said the partnership will bring “unique content and experiences to one of the most loyal fanbases in sports.”

The CEO’s comment in the official news release about his company preparing “to bring America’s #1 sportsbook to New York state” illustrates how rival sportsbooks will use every opportunity to get one over each other in the battle for New York market share.

Excitement for Bills fans

Pegula Sports & Entertainment senior VP of business development Dan Misko talked up FanDuel’s strong reputation as “a premier sports betting destination for sports fans.” Misko expressed his firm’s excitement over what the tie-up will give Bills’ fans “as part of their gameday experience.”

Misko added that FanDuel’s innovative customer engagement chimed with the Bills’ mindset of connecting to its own fans.