DraftKings to Debut Branded Apparel in Collaboration with the NBA

Looking at the details surrounding the upcoming release of DraftKings' NBA branded apparel.

James Bisson

Last updated: October 24, 2023 12:13 PM EDT • 3 min read

A DraftKings logo on a photo on top of a basketball.

DraftKings, one of our best sportsbooks, is on the cusp of debuting a line of NBA-branded clothing. The move is perhaps to mitigate the potential niche market of a new threat in the broad U.S. legal sports betting industry (Fanatics - the sports apparel brand/turned sports betting product).

Ahead of the tip-off for yet another NBA season, DraftKings and the NBA announced a new deal that would see the entities collaborate on a unique and original line of hats, t-shirts, and hoodies. The move makes it the first sportsbook in the American market to offer such co-branded NBA merchandise.

“Through our longstanding relationship with the NBA, we were able to tap into the passion that millions of DraftKings customers have for the NBA by creating a custom, co-branded clothing collection that fans everywhere can enjoy,” said Matt Kalish, Co-Founder and President, DraftKings North America. “There is a strong affinity toward DraftKings’ signature crown logo and combining that with one-of-a-kind designs that feature NBA teams, allows us to further connect with the lifestyle of our customers in a whole new way.”

What and when?

According to a DraftKings media release, "DraftKings players can now rep their favorite sportsbook and their favorite NBA team at the same time!" On paper, it seems like a boon for both the league and the sports betting provider as each attempt to stay ahead of the relevance curve in the competitive U.S. legal sports betting industry.

DraftKings and the NBA will get together on the co-branded clothing design, complete with your favorite team's licensed logo and accompanied by the iconic gold crown logo from DraftKings Sportsbook.

The “NBA Collection presented by DraftKings” merchandise will be available starting Nov. 2 from the DraftKings Shop and at DraftKings retail locations around the country and special pop-up shops that are rumored to be coming to a city near you.

Crossing a line?

Legal sports betting in most U.S. jurisdictions is open only to those 21 years of age and older, while other states allow 18-year-olds to place legal sports wagers. The DraftKings/NBA deal questions as to who the branded merchandise will be targeting. Will the branded NBA merch fall in the hands of those of legal age to place a sports wager or younger NBA fans?

So far, DraftKings has given assurances that age and eligibility restrictions will be followed. It remains to be seen just how strict the regulations on acquiring DraftKings/NBA branded merchandise will be going forward and if the betting behemoth can effectively keep its products out of the hands of underage Americans.

Diversifying

Adaptation and evolution have become paramount for our best sports betting sites in the growing American market. Different companies are bringing diverse and unique expertise into the sports betting scene.

We have the aforementioned Fanatics, an expert in creating and distributing sports-branded apparel. We have ESPN BET ready to launch with the backing of its incredible media chops and other sports betting companies with unique takes on attracting more of a market share.

DraftKings has also obviously been doing something right. It has been cutting into FanDuel's lead as the most popular sportsbook on American soil and doesn't seem to be satisfied with its current market share.

An apparel deal in conjunction with the NBA is another step toward potentially overtaking FanDuel and is a shot across the bow to Fanatics. Other angles the sportsbook has taken include DraftKings Marketplace, which gives users access to a wide range of DraftKings merchandise, and an NFT marketing campaign, aimed at maximizing and growing its overall appeal.

Will other sports betting providers follow a similar pattern as DraftKings in partnering and co-branding its products in the American market? Chances are that with the emergence of Fanatics and with DraftKings’ wading into the apparel game, others will have to.

Written By:
James Bisson

James Bisson is the Editor-in-Chief of Sportsbook Review. He has been a writer, reporter and editor for more than 20 years, including a nine-year stint with The Canadian Press and more than five years at theScore. He has covered dozens of marquee events including the 2010 Winter Olympics, the 2006 Stanley Cup final and Wrestlemania 23, and his work has appeared in more than 200 publications, including the Los Angeles Times, the Guardian, Yahoo! Sports, the Toronto Star and The Globe and Mail. His book, “100 Greatest Canadian Sports Moments”, was a hardcover best-seller in Canada in 2008 and earned him appearances on CBC Radio and Canada AM. He has written more than 50 sportsbook reviews, more than 200 industry news articles and dozens of other sportsbook-related content articles. A graduate of the broadcast journalism program at Ryerson University (now Toronto Metropolitan University), James has been an avid bettor since the early 2000s, and cites bet365 as his favorite sports betting site due to its superior functionality and quick payouts. His favorite piece of sports betting advice: "Stay in your lane. You're much more likely to have success betting sports you know, and focusing on finding angles and edges there."