DraftKings enlists United Entertainment Group to boost brand awareness

The fantasy sports site received an additional $300 million in investments this week.

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

NEW YORK: Fantasy sports website DraftKings has brought on DJE Holdings’ United Entertainment Group to help it boost brand awareness by "going beyond sports pages."

DraftKings selected United Entertainment Group as PR agency partner, following a competitive review.

This spring, DraftKings was nearing the end of its review process, around the same time the company hired Sabrina Macias as communications director. Prior to United Entertainment Group, the website worked with Fama PR.

Representatives from the incumbent were not immediately available for comment.

Macias told PRWeek that the company is "excited to have [United Entertainment Group] on board."

She added that the firm is working with DraftKings on media outreach, communications strategy planning, partnership amplification, and issues management.

The DJE agency will also focus on "expanding [DraftKings’] footprint in the media – going beyond sports pages and trying to court the consumer media and broaden the base and awareness of the brand," said Macias.

United Entertainment Group was created as a joint venture in October among Edelman parent company DJE, United Talent Agency, and Jarrod Moses, who founded UEG in 2007.

On Monday, DraftKings announced that it received $300 million in new investments, led by Fox Sports, according to a statement sent to PRWeek by United Entertainment Group. Other investors include Major League Baseball, the National Hockey League, Major League Soccer, The Madison Square Garden Company, Legends, Atlas Venture, DST Global, GGV Capital, The Kraft Group, The Raine Group, and Wellington Management Company LLP.

DraftKings total third party investment comes in at $426 million. 

On July 24, United Entertainment Group also sent a release to PRWeek about DraftKing’s new partnership with Major League Soccer.

Earlier this year, United Entertainment Group was awarded Taco Bell’s content partnership business.

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