D.G. Yuengling & Son Inc., Pottsville, Pa., announced a collaboration with DraftKings, a digital sports entertainment and gaming company known for its industry-leading daily fantasy sports and mobile sports betting products. The agreement marks the brewery's first-ever fantasy sports collaboration and merges the love of sports and beer through year-round events, contests and great 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 $50,000 in cash prizing.
"We are excited to continue creating unforgettable moments for our fans together with DraftKings," said Wendy Yuengling, a sixth-generation and chief administrative officer, in a statement. "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, the company says. 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 the 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. Consumers also can 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, either via their existing DraftKings account or by registering at www.draftkings.com.
Yuengling plans to announce more merchandise and initiatives related to the DraftKings agreement throughout 2021, it says.