Sponsoring and content activations

DraftKings partners with esports, youth culture media platform FaZe Clan

2021-11-19
United States
Reading time 2:17 min

DraftKings is teaming up with gaming and youth culture media platform FaZe Clan, the sports betting giant announced on Wednesday. Thanks to the new deal, DraftKings is set to become the Official Sports Betting, iGaming, Daily Fantasy and Free-to-Play Partner of the digital-native lifestyle brand.

The agreement also sees both companies uniting across digital platforms for a series of content activations, which will feature several of FaZe Clan’s “biggest and brightest content creators,” according to a press statement. DraftKings will also appear across Faze’s digital content ecosystem, including custom content, livestream and tournament events, plus new IP and formats “highlighted by original series and a new planned podcast.”

Moreover, DraftKings is also set to have a presence at upcoming FaZe Clan events, with access to FaZe Clan talent, as well as a variety of digital and social media content. The deal will also bring “unique experiences and offerings” for customers and fans of both parties through custom contests, tournaments, merchandise, and more. Additionally, both companies will work “to develop educational content” to raise awareness for responsible gaming.

“The strong crossover between DraftKings customers and FaZe’s tens of millions of viewers and followers made this a natural alliance,” said Matt Kalish, Co-founder and President of DraftKings, North America. “We hope to create excitement, competition, and community around sports and video games for adult audiences everywhere we operate.”

FaZe Clan, a juggernaut of internet engagement and culture for the Gen Z segment, has recently announced it will go public through a SPAC, valued at $1 billion. The organization, which includes offerings in online gaming, esports, sports merchandise and digital content, will list on NASDAQ under the ticker symbol 'FAZE', expected for the first quarter of 2022.

By teaming up with the youth culture giant, DraftKings expects to increase its presence in esports: it will become the official sponsor of the organization’s Counter-Strike esports team. As an official sponsor, the company will have logo placement on team jerseys and additional placements on team and player official channels, as well as content.

“We are committed to delivering content we know our fans are passionate about,” said FaZe Clan CEO Lee Trink. “The DraftKings deal is a natural move for FaZe Clan as our members and fans are avid followers of traditional sports, and this gives us the opportunity to further propel our talent and brand into the mainstream.”

As a kick-off to the collaboration, DraftKings hosted FaZe Clan members in a suite at SoFi Stadium in Los Angeles for the Los Angeles Rams vs Arizona Cardinals game, on October 3rd. A video of the activation was uploaded to FaZe Clan’s YouTube channel.

FaZe Clan, which describes its mission as “reimagining traditional entertainment for the next generation,” was created in 2010 “for and by Gen Z and Millenials.” Today, the business operates across multiple verticals and reaches over 350 million followers across its social platforms.

Its entertainment offerings, which span video blogs, lifestyle, branded content, and gaming livestreams, among other products, have been embraced by influencers, content creators and personalities, including NFL star Kyler Murray, Lebron James Jr., and rappers Lil Yachty and Offset.

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