DraftKings has been named as the official fantasy sports partner of the Norwich City Football Club for the rest of the 2021/22 Premier League season.

The new collaboration sees the creation of regular content, as well as brand recognition of the US-based sports betting company throughout the Norwich City stadium, club website, and social media.

Jeffrey Haas, Senior Vice president of International Strategy at DraftKings, commented: “We are excited to work with the entire Norwich City team to bring our industry leading daily fantasy sports experience to their supporters.

“Through our platform, sports fans can not only draft lineups for the remainder of the season, but can also participate in daily contests, giving them more ways to show their pride and support for Norwich City and their players. We’re proud to work with a great club like Norwich City and look forward to our collaborative work to come.”

The deal builds on the gambling firm’s expansion in UK football, after having entered into partnerships with English Premier League football clubs Arsenal, Liverpool and Watford in 2016 as part of a move to support its global expansion.

The year prior, DraftKings secured a licence to launch its services in the UK and had initially planned to go live in the market by October 2015, but shortly after the company confirmed that it was to delay its launch in the UK until early 2016 for unspecified reasons.

Moreover, on the most recent collaboration, Simon King, Albion’s Chief Commercial Officer, stated: “Securing DraftKings as our Official Fantasy Partner is a real achievement in what is becoming an increasingly active and competitive market. 

“DraftKings has had significant growth in recent years and that is testament to their popular and world class products. We’re excited to work with their team over the coming months and we’re confident our supporters will enjoy their innovative fantasy sports offering.”

Furthermore, West Bromwich Albion has also announced DraftKings as the club’s official fantasy partner for the remainder of the 2021/22 campaign. This sees the partners look to develop a ‘most trusted, and most customer-centric destination’ for fans, whilst ‘transforming the manner’ in which people experience sports.

On both deals, Haas concluded that DraftKings is excited to work alongside the clubs and will look to bring its daily fantasy sports experience to the clubs’ supporters.