CASE STUDY
FanDuel and Pickswise
Overview:
FanDuel has a strong working relationship with Pickswise, a Spotlight Sports Group brand, as the sportsbook and Pickswise have partnered on multiple fronts. During March Madness 2021 FanDuel was a premium partner on the Pickswise site, sponsoring many of the contests and a large portion of content created.
Partnership Objectives
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Objective 1
Position FanDuel as the leading Pickswise partner sportsbook throughout March Madness
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Objective 2
Generate brand awareness for FanDuel among the Pickswise audience throughout the tournament
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Objective 3
Drive prospective bettors in legal markets to the FanDuel sportsbook
Partnership Solution
Pickswise provided FanDuel with sponsorship rights to half a dozen assets throughout the tournament. This list of assets included a $10k handicapping contest, a $10k Bet-along, educational content, daily newsletters and more.
The $10k handicapping contest included ten players, eight experts, one Pickswise representative and one Pickswise user who gained entry through a free competition. Participants selected a lock of the day and up to two more best bets every day.
For the $10k bet-along the Pickswise audience collectively selected four teams to win the whole tournament. Pickswise then placed four separate $2500 bets on those teams to win the tournament. If one of the four teams won, anyone who liked and retweeted the post of the betslip won a portion of the payout.
To execute these contests, Pickswise worked with industry-leading talent in Jon Rothstein, Rashad Phillips and Megan Makin Money, among others.
FanDuel had full sponsorship rights to those contests, daily emails, podcasts and more content.
Results:
The partnership between Pickswise and FanDuel led to a resounding success in generating brand awareness and obtaining new bettors. On multiple fronts, the awareness and engagement Pickswise generated for FanDuel exceeded goals set prior to the start of the tournament. The data received from the partnership showed the overall success we had together.
- 28.5m social impressions (v 10m forecast)
- FanDuel saw a 19% operator share in first-time-depositors during this time period
- 40k clicks driven to FanDuel Sportsbook promotions
