For DraftKings, “Teaming up with Prime Video—an innovator in live streaming content—allowed us to create opportunities that are not common in traditional league sponsorship deals.”
The DraftKings brand appeared both during and outside of games, with standard ads as well as custom content, featured segments, and more. As Sherman described it, “We were able to showcase our brand in an authentic way that spoke to our customers and sports fans, going beyond a typical media buy.”
One way the sponsorship came to life is the segment “TNF Three Play,” which appeared weekly during TNF Tonight, where on-air talent previewed a same-game parlay (a combination of multiple bets within a single game).
“It was a seamless way to incorporate DraftKings offerings live on air, while simultaneously driving traffic to our mobile app and encouraging engagement with fans throughout the country,” Sherman said.
Other activations included odds attribution shown during TNF Tonight, and a weekly feature on the Wednesday show The Pile On.