This week D.G. Yuengling & Son, Inc. announced its latest collaboration — a marketing move with DraftKings — the digital sports entertainment and gaming company known for its fantasy sports and mobile sports betting products. Beer. Draft. Yeah, this could work. The agreement marks the brewery’s first-ever fantasy sports collab and merges the love of sports and beer (and maybe sometimes pizza, but that’s unrelated) through year-round events, contests and prizes.
To kick off the deal, DraftKings has named Yuengling as the exclusive sponsor of its official “Basketball Tournament Bracket Challenge.” Participants will have the opportunity to enter for free to make their picks at the start of the tournament to compete for $50K in cash prizing.
“We are excited to continue creating unforgettable moments for our fans together with DraftKings,” said Wendy Yuengling, Sixth Generation and Chief Administrative Officer. “This collaboration is a natural fit given that most Americans look forward to rooting for their favorite college basketball teams while drinking an ice-cold Yuengling beer!”
In the Fall of 2021, DraftKings and Yuengling will join forces to bring fans the “Yuengling Saturday Series” — an exclusive, free-to-enter college football fantasy contest series timed to every action-packed Saturday game day of the regular season. Shortly after in September, DraftKings will offer Yuengling customizable prediction contests surrounding football game slates. These contests will provide fans a chance to get their skin in the game in a casual, fun way by answering prop-like questions around Sunday Football games.
Yuengling will leverage DraftKings’ logo as a part of the collaboration, so fans are encouraged to look out for the free sweepstakes involving the collaboration and DraftKings-branded point-of-sale items. These will be available throughout Yuengling’s 22-state footprint on displays of Lager, Light Lager, Black & Tan, and Golden Pilsner. Customers can also find details at their favorite on-premise account that serves Yuengling Traditional Lager. All players must sign up to participate prior to the first tournament game on March 14, 2021 either via their existing DraftKings account or by registering at http://www.draftkings.com.
Yuengling plans to announce more merchandise and initiatives related to the DraftKings agreement throughout 2021. For more information about Yuengling and to stay up to date on the latest news, follow our Facebook page (https://www.facebook.com/Yuengling), follow us on Twitter (https://twitter.com/Yuengling_Beer) and Instagram (https://www.instagram.com/yuenglingbeer/) or visit www.Yuengling.com.