{"id":9422,"date":"2023-08-14T15:50:58","date_gmt":"2023-08-14T15:50:58","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/draftkings-is-dusting-off-its-nfl-playbook-with-a-new-ad-and-tagline\/"},"modified":"2023-08-14T15:50:59","modified_gmt":"2023-08-14T15:50:59","slug":"draftkings-is-dusting-off-its-nfl-playbook-with-a-new-ad-and-tagline","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=9422","title":{"rendered":"DraftKings is dusting off its NFL playbook with a new ad and tagline"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Just in time for the upcoming NFL season, DraftKings is betting on a familiar face and a new tagline to promote its sportsbook.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">The sports-betting company is airing a new ad starting Aug. 21 that stars Kevin Hart\u2014who\u2019s been a DraftKings pitchman before, including in its Super Bowl campaign\u2014and retired NFL quarterback Ryan Fitzpatrick.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">In addition to some banter between the stars, the ad features DraftKings\u2019s new tagline, \u201cthe crown is yours,\u201d which the brand plans to use for years to come, according to CMO Stephanie Sherman.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\"><strong>Hart eyes:<\/strong> DraftKings put its money on Hart as a spokesperson because his \u201ccomedic tone [and] ability to talk in a really simple way about our offerings\u201d helps explain the product and promotions DraftKings runs, Sherman said.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cWe had an outstanding [NFL] season last year, and we know that having a consistent brand voice is important,\u201d Sherman told Marketing Brew. \u201cHis humor really helps bring our brand message and our offering to life.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">She declined to comment on the specifics of Hart\u2019s contract, but said he\u2019ll continue to appear in the brand\u2019s marketing materials at least through the upcoming season.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">As for Fitzpatrick, Sherman said DraftKings chose him because of his analyst work on Amazon Prime Video\u2019s Thursday Night Football, of which DraftKings is a sponsor. He\u2019s also appeared in ads for the company in the past.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\"><strong>Heavy is the head: <\/strong>The ad and the tagline, which were developed by DraftKings\u2019s in-house creative team, will run on national TV and on digital and social.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">DraftKings has used different taglines in the past, but decided to implement \u201cthe crown is yours\u201d in an effort to create more consumer-centric messaging while still working to \u201cleverage the equity\u201d of its existing brand assets, Sherman said. And while DraftKings plans to use the tagline for several years, certain audio elements\u2014like the voice that reads it and the music behind it\u2014might change as DraftKings tests it in the market, she said.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-8ccc5960-1 jArFiG\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-5a46198a-12 cVdxJM inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-5a46198a-12 iEaGlZ inline-subscribe\">The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Speaking of DraftKings\u2019s marketing plans for the future, Sherman said it\u2019s too soon to say whether the brand will run another Super Bowl spot, but that it has \u201can approach for the fall season laid out\u201d and is eager to continue its work with Hart.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cWe\u2019re just really excited, as we look toward this season, to continue to build off of the things that we know are driving engagement with our fans,\u201d she said.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\"><strong>Big picture:<\/strong> Several states have legalized sports betting in recent years, driving ad spend from major players like DraftKings. Gambling advertisers spent close to $866 million in 2022, a 40% increase year over year, according to MediaRadar.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">In 2021, DraftKings, FanDuel, and Caesars inked deals with the NFL to use certain league imagery for retail and online sports betting as the league\u2019s official sports betting partners. The NFL allows up to six sportsbook ads per game\u2014one for the pregame, each quarter, and halftime.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Despite the surge in popularity, sports-betting companies have run into a fair amount of roadblocks and scrutiny: Recently, state regulators have started cracking down on sports-betting advertising, particularly when it comes to marketing to minors.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/08\/14\/draftkings-is-dusting-off-its-nfl-playbook-with-a-new-ad-and-tagline?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Just in time for the upcoming NFL season, DraftKings is betting on a familiar face and a new tagline to promote its sportsbook. The sports-betting company is airing a new ad starting Aug. 21 that stars Kevin Hart\u2014who\u2019s been a DraftKings pitchman before, including in its Super Bowl campaign\u2014and retired NFL quarterback Ryan Fitzpatrick. In [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":9423,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-9422","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>DraftKings is dusting off its NFL playbook with a new ad and tagline | Brandiary<\/title>\n<meta name=\"description\" content=\"Just in time for the upcoming NFL season, DraftKings is betting on a familiar face and a new tagline to promote its sportsbook.The sports-betting company\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=9422\" 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