DraftKings is a global sports technology and entertainment company that offers daily fantasy sports contests and sports betting. It believes that life is more fun when you have "skin in the game." DraftKings was founded in 2012 and is headquartered in Boston, with operations in several countries. During the 2019 Women's World Cup, DraftKings paid out over $5.5 million in winnings, with $1+ million paid out for bets on the US winning the championship game alone. The US women's national soccer team is so successful due to their efficient execution, trust in each other, and grit.

1. One Team,
One Dream:
How to
Holistically
Scale an
Evolving
Brand
Jayne Pimentel
Sr. Director, Growth Marketing @ DraftKings

2. What is DraftKings?
DraftKings is a global sports technology and entertainment company that
believes life is more fun with skin in the game. Its mission is to bring fans
closer to the games they love via a unique combination of daily fantasy
sports, sports betting and media platforms that, combined, deliver “The
Game Inside The Game.” Founded in 2012 by Matt Kalish, Paul Liberman
and Jason Robins, DraftKings is headquartered in Boston, MA, and offers
daily fantasy sports contests across 13 professional sports in 8 countries
including the U.S., Canada, U.K. and Australia. Operating pursuant to state
regulations in New Jersey and Mississippi, DraftKings Sportsbook mobile
and retail, allows players in the state to engage in betting for major U.S.
and international sports.

3. | 3
$5.5 million in winnings paid out
during the Women’s World Cup
1 in 4 team bets throughout the entire
tournament were on the USWNT
$1+ million in payouts for the
USWNT championship game win alone
WWC Betting at DK by
the Numbers

4. | 4
USWNT

5. | 5
Why is the USWNT
so Good?

6. | 6
Efficienc
yExecutio
nTrust
Grit

7. | 7
Triangle
Possession Channel Play
• Greater
possession
time
• Conserve
energy
• Fast play
• Big player
in the
middle
cherry picks
1 2 3

8. | 8

9. | 9
USWNT USMNT
Which one do they implement?

10. | 10
USWNT USMNT
Channel strategy is similar to the current way marketers manage creative
responsibilities. Your agency is the big guy in the middle executing

11. | 11
EXECUTE: In-Housing Brand: Fielding a Team
Talent
Creative OpsPlatform/Tech/Eng
Marketer

12. | 12

13. | 13
Trust
● RESOURCING
● MINI COURSE CORRECTIONS
● FEEDBACK LOOPS
● LEAVE BEHIND TEAM

14. | 14
GRIT

15. | 15

16. THANK
YOU.

17. QUESTION
S?