DraftKings in midst of review for new PR agency

The fantasy sports company is preparing to appoint a new PR agency after former NASCAR marcomms exec Sabrina Macias joined earlier this month.

A scene from a recent DraftKings commercial
A scene from a recent DraftKings commercial

NEW YORK: Fantasy sports website DraftKings is nearing the end of a review process for a new PR agency, shortly following the appointment of Sabrina Macias as communications director.

"We are looking for a holistic agency that will be able to support us across the board on the consumer side and on the business front," Macias said.

The company is no longer accepting firms into the review. Further information on the process was not disclosed.

DraftKings currently works with Fama PR. Representatives from the incumbent were not immediately available for comment.

"We couldn't have asked for a better partner than Fama," said communications VP Femi Wasserman. "They built our communications strategy from the ground up and deftly ushered us through a period of explosive growth with aplomb. Our transition is driven by internal factors."

Macias joined DraftKings from NASCAR earlier this month, becoming the brand’s first full-time comms leader. She succeeded Wasserman, who has worked at DraftKings part-time since 2012. Wasserman remains at the company to help with special projects.

The Wall Street Journal reported in early April that Walt Disney is investing $250 million in DraftKings, valuing the business at about $900 million.

The Boston startup allows fans to play fantasy sports with real money at stake on a per-game basis rather than committing to manage teams for an entire season.

Macias previously told PRWeek that one of her goals is to "establish DraftKings as the only option for sports fans looking to engage in the exciting world of daily fantasy sports."

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