BBH will be tasked with working with FanDuel on its long-term brand strategy and driving new customer acquisition.
A press release cites “strong chemistry, proven credentials, and a collaborative spirit” as the reason FanDuel selected the agency.
“We are committed to our brand promise of bringing sports fans more ways to win on FanDuel, and BBH NY is an integral partner as we continue to bring that promise to life,” FanDuel CMO Mike Raffensperger said in a statement. “Our uniquely engaging sports gaming products are leading the charge during an incredibly innovative moment for the sports industry at large, and it’s crucial that our overarching brand and marketing efforts reflect this.”
“In talking with FanDuel from day one, you realize they aren’t in the betting game, but the sports and entertainment business. They are an adrenaline accelerator for some of the biggest moments in sport and have grown their brand and fan base successfully through their fantasy business,” BBH chief growth officer Tim Harvey added. “Our job will be to help them continue their momentum and their point of difference in a competitive marketplace as they evolve their proposition to provide a sportsbook product. It’s a category ripe for zagging.”
BBH New York’s first campaign for FanDuel will coincide with the beginning of the NFL season and focus on both fantasy sports and sports betting.
According to Kantar Media, FanDuel spent nearly $24 million on measured marketing in the U.S. last year, up from a little under $13 million in 2017. In the first quarter of this year, FanDuel spent over $4.4 million, up from just $370,000 over that period in 2018.
FanDuel received a boost last year with the Supreme Court’s decision on sports gambling.
Back in January, BBH New York went through a round of executive-level layoffs, following CEO Anthony Romano leaving the office last November with no plans for a successor in the chief executive role and managing director Brett Edgar effectively acting as a replacement.
Earlier this month, BBH agreed with a judge’s ruling to abide by recently negotiated union contracts, ending a prolonged battle with SAG-AFTRA.