Competitive Edge - Sports & Entertainment Marketing News

DraftKings is dusting off its NFL playbook with a new ad and tagline


Just in time for the upcoming NFL season, DraftKings is betting on a familiar face and a new tagline to promote its sportsbook.

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Discussion Questions:

  1. What is sponsorship?
  2. Why do brands invest in sports and entertainment sponsorships?
  3. How do you think brands determine which sports and entertainment properties to sponsor?
  4. Why do you think DraftKings sponsors the NFL?
  5. How might the partnership help them to reach their target audience?
  6. The NFL doesn’t allow its players to bet on football games. However, they make money from sponsorship deals with gambling companies like DraftKings. Why do you think that is?
  7. What are ethics?
  8. Given the potential addiction associated with gambling, do you think it is ethical for the NFL to profit from gambling sponsorships? Why or why not?
  9. What is endorsement?
  10. Why do you think DraftKings included endorsement as part of the NFL marketing campaign?
  11. Who are the two people they chose to feature in the new ads?
  12. Why do you think they chose them?
  13. What is advertising?
  14. Why do you think DraftKings is advertising as part of this campaign?
  15. What is a tagline?
  16. Why do brands include taglines in their advertising?
  17. What is the tagline DraftKings is using for this campaign?
  18. What message do you think they hope to communicate with that tagline?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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