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DraftKings’ Super Bowl Ad to Feature Rob Gronkowski

DraftKings is hoping to cash in on Super Bowl advertising hype with an advertisement featuring NFL great Rob Gronkowski attempting to kick a field goal on live TV. If Gronk makes the kick, everyone who makes a $5 or more wager on the big game with the operator will split $10 million worth of free bets.

It’s the latest example of the mainstreaming of regulated sports betting in the United States, and will likely up the stakes for DraftKings’ competitors ahead of next year’s Super Bowl advertising.

The ad campaign, known as the Kick of Destiny, features several spots in which Gronkowkski is seen training for the kick with other NFL stars. DraftKings’ Big Kick hype climaxes with Gronkowski attempting a field goal live at some point during the big game.

Though the 30-second Super Bowl ad will cost DraftKings around $7 million, it’s likely that the $10 million in free bets will be written off as promotional costs. Free bets are especially nice for operators in many states, as they don’t count against adjusted gross revenue.

FanDuel Executive Vice President of Marketing, Andrew Sneyd hyped the promotion in a recent press release saying, “Whether it’s kick-off, a touchdown or an important play that will decide a season, FanDuel knows moments matter. Our first-ever Super Bowl commercial will be more than just a television spot – it will create a moment that will bring fans together, and give them something to collectively cheer for. It’s an unprecedented field goal attempt on live TV…so anything can happen.”

Gronkowski was similarly enthusiastic adding, “I spent my career catching the ball, but I always knew I could kick it and now I’ll do it live in front of football fans everywhere during the Super Bowl. With $10 million in free FanDuel bets on the line, I’m training every day to give fans something to root for and to watch the “Kick of Destiny” live on national television.”

Super Bowl LVXII will be played on Sunday, February 12.