FanDuel, which is seeking to soon launch online/mobile sports betting in the Hoosier State, announced on Thursday an exclusive gambling partnership with the NFL’s Indianapolis Colts.
“Through the partnership, the Colts and FanDuel will work to engage new and existing fans using a range of marketing assets, from in-stadium digital signage and in-game promotions to digital, radio, and TV advertising, among other branding initiatives,” a press release said.
The NFL and its franchises are still tip-toeing around the optics of embracing traditional sports wagering. The presser claimed the deal is a “fantasy sports” partnership, even though FanDuel’s brand is now synonymous with traditional sports wagering.
The Colts-FanDuel partnership will last throughout the 2019-20 season, per the press release. It’s unknown if it will be extended. Other terms of the deal were not disclosed.
Competitive space
The short nature of the partnership should be fine to accomplish FanDuel’s immediate goals of gaining increased brand recognition when it launches its online/mobile sportsbook. On Oct. 3, competing products from Rush Street Interactive’s BetRivers and DraftKings launched in Indiana cyberspace.
The Indiana Gaming Commission has yet to give FanDuel a mobile launch authorization. That could come any day now.
FanDuel is the market leader in New Jersey and is looking to replicate that success in Indiana.
“As we continue to expand our nationwide footprint, we are always looking for ways to engage sports fans throughout the country, and specifically in the Midwest,” said Matt King, CEO, FanDuel. “Indianapolis is home to a loyal fan base and we’re excited to again partner with the Colts organization, allowing us to further reach these passionate fans.”
In mid-September, FanDuel announced an exclusive, multi-year partnership with Pat McAfee, a former punter on the Colts. McAfee will represent the FanDuel brand in numerous ways, including making regular appearances at FanDuel’s retail sportsbooks.
FanDuel, which has partnerships with the Blue Chip Casino in northwest Indiana and the Belterra Casino in southeast Indiana, has competition in the City of Indianapolis from a retail sportsbook at a Caesars-owned off-track-betting facility called Winner’s Circle Pub and Grille. The Winner’s Circle sportsbook is within walking distance (less than a mile) of Lucas Oil Stadium.
