In the world of sports, and sports betting, there are a few brands that stand out above all the rest. The Chelsea Football Club, Madrid, and – on the other side of the Atlantic – the New York Yankees. That’s why FanDuel’s recent announcement that they’ve signed on the official sports betting partner of the New York Yankees is a very big deal for the US market.
When sports betting operators sign up to partner with sports teams, they’re looking for teams with high visibility and name recognition; teams from areas with dense populations; and teams from areas with robust sports betting markets. The New York Yankees fill these requirements probably better than almost any other team in the US – despite baseball’s flagging popularity across the US.
Mike Raffensperger, CMO of FanDuel Group said as much in a recent statement adding, “There is no more globally recognized sports brand than the New York Yankees, and as a New York-based company we’re delighted to remain partners with our hometown team. One of our company values is to be absurdly fan-focused and there is no fanbase more passionate about their team than Yankees fans which makes this a natural fit.”
Under the terms of the deal, FanDuel will be allowed to use the Yankees’ iconic logo in its marketing and advertising, host a VIP lounge in Yankee Stadium, and display FanDuel signage at strategic points throughout the stadium. While the deal is pretty standard, the significance of partnering with one of the most well-known sports brands on the planet, should not be underestimated.