The US betting giant DraftKings has announced a collaboration with Sports & Social for sports betting.
With the collaboration, DraftKings is hoping to expand its presence at sports stadiums in the US.
What is Sports & Social?
Sports & Social is an upscale gaming parlor and social lounge concept by Live! Dining & Entertainment, a division of The Cordish Companies business.
Not only is Cordish the parent of the Live! Casino brand, it is also a real estate and development giant that welcomes more than 55m visitors to its casinos, hotels, restaurants, and entertainment facilities annually.
Sports & Social is currently located at the front door of professional sports stadiums, high-profile entertainment districts and world-class casino-resort destinations across the US.
Under the deal, DraftKings will collaborate with Sports & Social to create upscale stadium-adjacent sports bars.
The new venues will be designed by ICRAVE, an acclaimed award-winning strategy, design, and development firm.
The partnership will begin with a new location in Nashville Tennessee, followed by a Sports & Social near Comerica Park and Ford Field in Detroit.
Ezra Kucharz, chief business officer at DraftKings said: “Today, so much of sports betting is focused on the mobile-technology aspect, however, the in-person experience is an integral layer that we look forward to advancing alongside Sports & Social’s premier dining and entertainment offerings.
“By aligning with one of the fastest-growing entertainment concepts in the country, we now have the opportunity to bring our world-class products to life by offering engaging, interactive and fan-first destinations to skin-in-the-game customers.”
Reed Cordish, Principal of The Cordish Companies said: “DraftKings is an industry leader in sports betting and entertainment, and we are incredibly excited to work with them to bring this new experience to life.
“We are always looking to create new and innovative experiences for our guests and this collaboration will allow us an exciting opportunity to do so, bringing an incredible premier sports-watching experience with sports betting all under one roof.”
What does the deal mean for DraftKings?
As the deal covers sports bars located in sports venues, DraftKings is strongly positioned for gameday sports betting.
Although a full list of all Sports & Social locations is not available on the Cordish website, the announcement did name some potential locations for DraftKings in the future.
The press release names The Battery, adjacent to Truist Park in Atlanta, Georgia, which is the home of the MLB’s Braves.
Other named venues include Ballpark Village adjacent to Busch Stadium in St. Louis, Missouri, as well as Texas Live! in Arlington, Texas.
In the coming months, more details will be revealed on which locations are included in the partnership.
Conflict with FanDuel
Some locations will be off-limits to DraftKings due to an existing partnership between Cordish and FanDuel.
In 2019, when it was revealed that FanDuel would operate a land-based sportsbook at the Live! Casino in Philadelphia, Pennsylvania, Cordish said it would partner with FanDuel for sports betting in Maryland.
This means that DraftKings may not be able to take advantage of Sports & Social in Maryland or Pennsylvania.
DraftKings in the US
DraftKings has quickly become a household name in the US sports betting space.
At the time of writing, DraftKings operates in 14 states with online and physical sportsbooks and is set to launch in several new markets in the coming months.
Last week, DraftKings entered a daily fantasy sports agreement with MLB’s Boston Red Sox.
The deal will see the Red Sox promote the operator as its DFS partner through emails, on social media, and on the Red Sox Foundation website. Furthermore, the DraftKings brand will be featured as title sponsor for the 50-50 raffle for all of the team’s home games and on raffle tickets, email blasts, and paddleboards.
Last month, DraftKings also extended its partnership with MLB to include promotional sports betting rights and streaming content.