Boston-based bookmaker DraftKings has announced a multi-year renewal of its deal with Meadowlark Media, home of The Dan Le Batard Show with Stugotz and the Le Batard & Friends Network.
Business Allies Renew Partnership
DraftKings has reupped its agreement with Meadowlark Media, which will allow the online sportsbook to exclusively sell advertising and sponsorships across all Meadowlark content, whether it be via social media platforms or broadcasting.
The two brands initially formed their relationship in 2021 in a three-year deal that was reportedly worth between $40 and $50 million. The financial terms of this new agreement have not been disclosed to the media. DraftKings was an early investor in the firm led by former ESPN president John Skipper and veteran sports personality Dan Le Batard.
DraftKings’ sales team has actively engaged over 120 brands throughout Meadowlark properties, ranging from in-show sponsorships to live events featuring the DraftKings brand. Meadowlark Media reports 30 hours of programming, garnering hundreds of millions of clicks and views across all channels.
“DraftKings is the best teammate we’ve ever had,” Le Batard said in the announcement. “The media industry is quaking everywhere, but we know we have the kind of support no one else in our business can claim, a backing that allows us to be fearless as we insist on changing the tired media industry standard together.”
Reversal of Fortune
The news today reverberates to last summer when DraftKings opted to sell its stake in Vegas Stats & Information Network (VSiN) back to the co-founders, Brian Musburger (nephew of legendary sportscaster Brent Musburger) and Bill Adee. DraftKings paid $70 million for the network in 2021 but found the original content it produced did not gain as much traction as they had hoped. Terms of the most recent sale have not been disclosed.
“DraftKings continues to optimize its investments in content and media to align with the most critical areas and needs of our business strategy, objectives, and goals,” DraftKings CMO Stephanie Sherman said at the time.
The company was formed in 2017, one year before PASPA was overturned, paving the way for legalized sports betting in the United States. The gambling-related VSiN can now be found on SiriusXM channel 158 and on the SiriusXM app.
A show entitled “VSiN Live on Mad Dog Sports Radio,” hosted by Patrick Meagher and Dustin Swedelson, debuted on January 6th and can be heard weeknights from 7 p.m. to 10 p.m. ET.
“I’m thrilled to be working with the great team at SiriusXM again and excited that this agreement will allow us to collaborate on wagering and fantasy sports content that will entertain their national sports audience,” said Steve Cohen, Executive Vice President, Talent, and Programming at VSiN. “A great first example of this collaboration is the daily show we’ll be jointly producing for Mad Dog Sports Radio, and we look forward to delivering additional first-in-class sports talk programming together.”
