Harpoon Brewery and DraftKings Inc. announced the release of a new, limited edition 12-pack in time for the Celtic’s on-going run in the NBA playoffs and the Red Sox resurgence in MLB: a Rec. League Get In The Game! 12-Pack. The co-branded 12-pack, tied to DraftKings’ launch of mobile sports betting in the Commonwealth, is available now at select locations in Massachusetts.
DraftKings’ online sportsbook launched in Massachusetts on March 10, 2023, and is currently the leading mobile operator of the Commonwealth in gross gaming revenue among legal operators, according to the Massachusetts Gaming Commission’s monthly revenue report.
Harpoon’s ties to the local Boston community have been strong since it was founded in 1986 and given brewing permit #001 by the Commonwealth of Massachusetts. For this playoff season, Harpoon will have a pop-up Beer Garden on Canal Street that will be open before every home Celtics playoff game. On May 9, DraftKings joined Harpoon before the Celtics game and for giveaways and hosted a branded photobooth. DraftKings also had ambassadors on site to help eligible customers sign up for the DraftKings app.
“We believe fans of our beer are tightly tied to the Boston sports community, which is why we’re excited to deliver this special edition packaging for our most athletic brew ― Rec. League ― ahead of what will hopefully be a long playoff season for the Celtics,” said Dan Kenary, Harpoon CEO and co-founder, in a statement. “As another iconic Boston-based company, DraftKings was perfect for this special edition 12-pack and we believe they are well aligned with the occasions and sports moments this beer was brewed for.”
Harpoon Rec. League is made with unique ingredients like buckwheat kasha, which contains important minerals and B vitamins; chia seeds that are high in fiber, omega-3 fatty acids and antioxidants; and Mediterranean sea salt that can act as a source of electrolytes. The brew features a 4% ABV and only 120 calories for each 12-ounce serving.
“Through our relationship with Harpoon Brewery, we were able to come to terms on a distinct marketing opportunity that will give DraftKings the ability to have our logo appear on one of Boston’s favorite beers,” said Jay Danahy, head of brand partnerships and ad strategy at DraftKings, in a statement. “As the leading operator in the state, we look forward to deepening our brand presence in the place we call home.”
Harpoon’s Rec. League and DraftKings 12-ounce 12-pack cans will be available throughout the state of Massachusetts from May through June.
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