PrizePicks Announces Partnership With Dallas Stars

PrizePicks has formed a partnership with NHL team Dallas Stars, allowing the fantasy sports operator to make a marketing push in Texas, the largest state that does not actively scrutinize fantasy sports pick’em games. PrizePicks and the NHL team spent several months sorting through the legalities of its deal before finally announcing the partnership to the public.

Under the deal, PrizePicks will sponsor VIP packages to games, air commercials on local broadcasts, and also receive the opportunity to place “digitally enhanced” advertisements on the dasher boards placed around the ice.

The Atlanta-based PrizePicks also has partnerships with the Atlanta Braves, the National Women’s Soccer League’s North Carolina Courage, and the BIG3 basketball league. “We are thrilled to further establish the PrizePicks brand alongside a great franchise like the Dallas Stars,” PrizePicks CEO and co-founder Adam Wexler said via press release. “Texas is one of our most highly engaged markets, and hockey is one of our fastest growing segments. This partnership will accelerate our ability to enhance the game-day experience for fans.”

Like other fantasy operators offering pick‘em games, PrizePicks has recently faced disciplinary action and scrutiny over its DFS pick’em product. Recently, it was legally obligated to pay a $15 million settlement in New York for operating without a valid license.

Under pressure from the Florida Gaming Control Commission, it was also forced to leave the Sunshine State. “It took several months before all the lawyers could get comfortable with moving forward, and that included our league lawyers,” Stars CEO Brad Alberts said. “I think they were looking into all these issues. So we went through a normal due diligence of all of this, but I’m comfortable with where we are now.”

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First Texas Partnership for PrizePicks

According to its press release, the new partnership marks the brand’s first-ever partnership in the Lone Star State. The deal is also the fantasy sports operator’s first-ever partnership with an NHL franchise that covers extensive marketing on TV broadcasts and advertising in venues where the Dallas Stars will play.

According to Alberts, the deal will create long-term value for the fantasy operator. “I think they’re a company that’s trying to build brand recognition. Who knows what their long-term plan is. But they’re looking at Texas as a massive opportunity, which we all know that it is,” Alberts said. “And I think they want to use the NHL, with us being the only team in the state, to try to create some brand recognition around what they’re doing with daily fantasy. And what that ultimately may turn into, who knows.”

Dallas Stars Adds to Roster of Gambling Partners

With the announcement of the partnership, the Dallas Stars now have three gambling partners. Incidentally, it is also partnered with Jackpocket, which was recently acquired by DraftKings. The team also has an active partnership with Choctaw Casinos, which is located about an hour away from the team’s offices in Oklahoma.

The partnership has been met with some skepticism as the NHL has national sports betting deals with FanDuel Sportsbook, BetMGM, and ESPN BET. However, Wexler was quick to address any potential doubts around PrizePicks’ new partnership deal, while also hinting at what the future may hold for the brand.

“Now ultimately if sports betting were to legalize here, and then how that whole environment kind of unveils itself and looks like, who knows. We may have a partnership promoting ESPN Bet in Texas. That’s a story to be watched,” he added.

Daily Fantasy Sports Remain Unregulated in Texas

Currently, all forms of sports betting and daily fantasy sports are unregulated in Texas. In the last session, a bill to address the matter passed through the House for the first time. However, it failed to make it past the Senate floor, since the opposition was led by a strong anti-gambling opponent, Lieutenant Governor Dan Patrick.

With Gov. Patrick remaining at the head of the opposition, it is unlikely that any legislation will make it through before 2025. Texas is also currently trying to address the future of resort-type casinos in the state. Mark Cuban, owner of the Dallas Mavericks, hopes to pass gambling legislation in the state soon.


About the Author
Nikhil Kalro

Nikhil Kalro

Nikhil Kalro covers the sports betting industry and revenue reporting at Gaming Today. Much of his work analyzes state revenue information, including betting activity and revenue for individual states and sportsbook operators. In addition, Nikhil provides news updates on the gambling industry itself, including product launches and legal issues. Nikhil’s previous experience includes five years with ESPN.

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