FanDuel, Gronkowski’s ‘Kick of Destiny’ Super Bowl 57 Promotion Scores Well With Sports Marketer

FanDuel Sportsbook is generating considerable buzz with its Super Bowl 57 commercial and promotion featuring former NFL tight end Rob Gronkowski.

Gronkowski’s “Kick of Destiny” will take place in FanDuel’s ad during the third quarter of next Sunday’s Super Bowl between the Chiefs and Eagles. If Gronkowski makes the live 25-yard field goal attempt, FanDuel customers who wager $5 or more on the Super Bowl will win a share of $10 million in free bets.

Gaming Today asked veteran sports marketer, Bespoke Sports & Entertainment President Greg Busch, to analyze the efficacy and uniqueness of FanDuel’s Super Bowl promotion.

Bespoke is a Charlotte-based sports marketing agency that works with national brands including Academy Sports & Outdoors, Navy Federal Credit Union, and Duke’s Mayonnaise. You may have seen the winning coach of the annual Duke’s Mayo Bowl in Charlotte get doused with mayonnaise instead of Gatorade a time or two.

Big Game Action: How to Bet on Super Bowl 57 | Best Super Bowl Betting Promos | Super Bowl Squares

Expert Analysis: ‘Gronk’ Right Man for the Job

FanDuel’s selection of Gronkowski as the promotion’s protagonist scored points with Busch. Gronkowski exudes a boyish charm that borders on oafishness depending on your perspective. But there’s no denying the big tight end’s success as an NFL player with four Super Bowl rings to his credit.

Gronkowski is a five-time NFL Pro Bowler with several iconic performances in the Super Bowl during his stints with the Patriots and Buccaneers.

“Anyone can try to kick a field goal, but the participant had to be relevant to the Super Bowl in order to maintain some level of authenticity,” Busch said. “Gronk is probably the only celebrity with a big, fun personality, and the athleticism to pull this off.”

FanDuel Sportsbook owns the distinction of being the first commercial US sportsbook to achieve profitability. FanDuel’s $10 million benchmark in free bets is eye-popping, but Busch appreciates more mundane machinations associated with the deal.

“The $10 million figure is a big number that really grabs your attention, but I also like that the prize is really a reinvestment back into the app and future handle, which allows you to track how much real revenue is generated,” he said.

Can You Bet on Gronkowski’s FG Attempt at FanDuel?

No. FanDuel will not offer a betting market on Gronkowski making or missing the field goal, a spokesperson for the company confirmed Tuesday.

There’s a lot at stake already, of course. Busch offered a grade of “incomplete” for FanDuel’s Super Bowl promotion until after the kick is attempted. Gronkowski has been training with former NFL kicker Adam Vinatieri to prepare, but there’s no guarantee he’ll split the uprights.

“FanDuel gets an A for creative approach, celebrity selection, and pre-game hype, but there are still so many variables to consider like how it all looks and feels on television and how the field goal attempt itself is executed,” Busch said.

The presumption here is that an athlete of Gronkowski’s caliber should not have much difficulty making a 25-yard field goal. FanDuel Sportsbook surely wants to see its customers share in the spoils of $10 million in free bets, too.

Make or miss, however, this ranks as one of the more unique commercials and promotions in Super Bowl history given its live component.

“The online gambling companies tend to wallpaper ads throughout sports telecasts,” Busch added. “This is an extremely creative approach to build conversation and anticipation before the game that culminates in a live event within the biggest event on the sports calendar.”