The period leading up to the start of the NFL is the biggest customer acquisition opportunity of the year for US sportsbooks. “American football is always the most competitive season,” Amy Howe, CEO of FanDuel, told Yahoo Finance ahead of the 2022 NFL season.
“It’s the number one acquisition time for, frankly, all sports betting operators,” he added.
Fanatics Sportsbook takes advantage of the start of the NFL
Traditionally, the NFL season accounts for 35% of US sports betting revenue. It is, therefore, by definition, the time of year with the highest expenditure on customer acquisition.
For the period September 1, 2023 through December 26, 2023, the Public Gaming Research Institute reported that U.S. sportsbooks spent $237.8 million on television advertising. Over the same period, Pennsylvania betting operators claimed about $117 million in promotional credits.
Offers come in a variety of forms. Some sportsbooks offer customers matching funds or credits that can be used to bet. Others provide points or rewards linked to loyalty programs. Still others, like Fanatics and FanDuel, offer goods or services.
Fanatics has big plans for its “Jersey Drop,” an acquisition tool it has used in the past. As part of the largest sporting goods company in the US, Fanatics can offer this exclusive promotion at a lower cost than another sportsbook could offer. The company launched its $5 million promotion in mid-August.
The company has plans to hand-deliver team jerseys to customers in Chicago and New York with “takeovers” of landmarks in both cities. Delivery will be done in conjunction with “creative digital activations”. The company will also introduce new commercials and distribute “premium boxes” to “fans who display their passion in their everyday lives.”
Merchandise, media and football
“Football is more than just a game – it’s an experience that people look forward to all year long,” said Selena Kalvaria, chief marketing officer at Fanatics Betting & Gaming, via a press release.
“We will continue to put our fans at the center of everything. With our $5 million Jersey Drop, on-site activations in New York and Chicago, a new 360 campaign across all touchpoints, and more ways to earn FanCash this season – Fanatics Sportsbook will be the destination for fans to play on the day of the game.”
Fanatics customers can earn FanCash when they bet and this money can be used to purchase products.
While Fanatics leverages its merchandise business, FanDuel is using its partnership with YouTube to attract new customers. All customers – and existing players – who wager $5 will receive a three-week free trial of YouTube’s NFL Sunday Ticket.
Promotions during the NFL
FanDuel is also releasing ads highlighting its “Hunches” campaign. The concept is that players can turn their “gut feeling” into a bet on FanDuel. The first ad ran a week ago, on August 20, and featured comedian Eric Andre, giving tips that he could turn into a bet.
Among other promotions:
- DraftKings is offering $200 in bonus bets and a free month of NFL+ for new customers;
- Caesars Sportsbook and Penn Entertainment’s ESPN Bet are offering up to $1,000 as a “rebet” on the first bet for new customers with a minimum deposit and minimum bet; and
- BetMGM is offering up to $1,500 in bonus bets on a first lost bet for new customers with a minimum deposit and bet.
The NFL’s opening game will be on September 5th between the Kansas City Chiefs, defending Super Bowl champions, and the Baltimore Ravens. While the second game of Week 1 will be on Friday (6), with the first NFL game in Brazil between Philadelphia Eagles x Green Bay Packers.
