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By Audrey Kemp, LA Reporter

August 14, 2023 | 2 min read

The sportsbook brings Hart back after his Big Game cameo to announce its latest offer.

Right in time for NFL season, online sportsbook DraftKings has today unveiled its ucpcoming ad starring comedian Kevin Hart and former NFL player Ryan Fitzpatrick.

Leveraging Hart’s brand of comedic belligerence and turning Fitzpatrick’s last name into ’Fitzmagic,’ the spot both entertains audiences and informs them about DraftKings’ new promo offer: bet $5 and get $200 in bonus bets instantly. It officially goes live on August 21.

The work also marks a continuation of the brand’s partnership with Hart from 2022, which has encompassed an ad for DraftKings’ Reignmakers Football, as well as its Super Bowl LVII ad.

“Coming out of last year was a very successful season for us across the board and we have a great relationship with Kevin and his team,” Stephanie Sherman chief marketing officer at DraftKings, told The Drum. “Aside from the Super Bowl, the launch of the NFL is such a critical time where we see huge acquisition and engagement.”

The campaign comes as online and mobile sportsbooks have become increasingly popular. In 2018, just one state – New Jersey – had legalized sports betting. Today, sports betting is legal in 21 US states, representing nearly half the US population. Currently, DraftKings and competitor FanDuel own most of the industry’s market share.

Moreover, the commercial introduces consumers to DraftKings’ new tagline, ’The crown is yours’ and the addition of a crown on the ’D’ in the brand’s wordmark. This represents part of DraftKings’ strides to “put the customer at the center of everything [it does] ... and create an enhanced tone of voice” for the brand, added Sherman.

The campaign was ideated with DraftKings’ in-house agency and developed with female-owned production company Sweet Rickey.

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