Competitive Edge - Sports & Entertainment Marketing News

The Real Super Bowl Winner: DraftKings


Sportsbook giant DraftKings (NASDAQ: DKNG) was up 18% in early trading on Friday following strong earnings results, logging huge wins on revenue, repeat customers, and cost-cutting.

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Discussion Questions:

  1. What is the difference between the marketing of sports and marketing through sports?
  2. Which best describes DraftKings’ advertising during the Super Bowl?
  3. Why do you think businesses and brands want advertise during the Super Bowl?
  4. Why is Super Bowl advertising so costly to a business or brand?
  5. What do you think DraftKings hoped to accomplish by advertising during the Super Bowl?
  6. What is competition?
  7. What is market share?
  8. How does market share relate to the concept of competition?
  9. According to this story, how did DraftKings’ Super Bowl ad impact the brand’s market share?
  10. What are ethics?
  11. Do you think gambling should be legal?
  12. Do you think the NFL should partner with gaming companies like DraftKings or allow them to advertise during game broadcasts? Why or why not?
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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