DraftKings seeks to expand UK presence with Norwich City deal

By Robert Fletcher

US betting operator DraftKings has entered into a fantasy sports-focused partnership with English Premier League football club Norwich City.

Under the deal, DraftKings will serve as the team’s official fantasy sports partner for the remainder of the 2021-22 Premier League season.

The partnership will include content and recognition of DraftKings throughout Norwich’s Carrow Road Stadium, as well as on the club’s official website and social media channels.

“We are excited to work with the entire Norwich City team to bring our industry-leading daily fantasy sports experience to their supporters,” DraftKings’ senior vice-president of international strategy, Jeffrey Haas, said.

"Through our platform, sports fans can not only draft line-ups for the remainder of the season, but can also participate in daily contests, giving them more ways to show their pride and support for Norwich City and their players.”

Norwich City’s commercial director Sam Jeffery added: “We’re excited to add DraftKings to our fantastic roster of partners this season. DraftKings is a huge brand in the States and we’re delighted the business has selected Norwich City to help support their growth in the UK.

“As a club that concentrates on innovating the fan experience; we’ll be working very closely with DraftKings to learn from their successes and look forward to the content we’ll be collaborating on to enhance the fans’ viewing enjoyment.”

Meanwhile, DraftKings has signed a similar agreement with West Bromwich Albion, which plays in the second-tier English Championship.

DraftKings will serve as Albion’s official fantasy sports partner for the remainder of the 2021-22 Championship season.

“We’re excited to work with the entire Albion team as we enter this new relationship with the club and we look forward to giving their supporters additional ways to engage with the team and players,” Haas said.

DraftKings previously had deals in place with Premier League clubs Liverpool, Arsenal and Watford.

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