DraftKings and Tums Take a Gamble on Super Bowl Advertising

In a bold move that merges the worlds of sports betting, advertising, and consumer engagement, DraftKings (DKNG) and Tums have joined forces to roll out an inventive free-to-play game, "Tums Prop Bites," just in time for Super Bowl LVIII. This collaborative effort not only reflects the evolving landscape of sports betting but also underlines the creative ways brands are capitalizing on major events to connect with their audiences. As the Super Bowl returns to Las Vegas for the first time in two decades, the stakes are higher than ever for brands seeking to make a memorable impact.

The Game:
Tums Prop Bites is not your typical sports betting game. Rather than focusing on the outcome of the game itself, the partnership invites consumers to test their knowledge of game-day food habits. Hosted on a designated microsite, participants can place bets on various details surrounding popular Super Bowl foods, such as predicting the number of pizzas delivered before halftime. The allure of a $10,000 prize pool adds an extra layer of excitement, ensuring heightened engagement as the game unfolds.


Strategic Partnerships:
Tums, in collaboration with GoPuff, sweetens the deal by offering a free 60-count bottle of Tums Chewy Bites to participants who visit the designated microsite at halftime. This not only aligns with the theme of the game but also cleverly positions Tums as the go-to solution for those indulging in greasy game day fare. The synergy between Tums and DraftKings ( provides a unique opportunity for both brands to tap into pop-culture hype while emphasizing the practical aspects of Tums as an antacid.

Market Trends:
Against the backdrop of the growing popularity of sports betting, this collaboration showcases how brands like Tums are strategically aligning themselves with industry leaders like DraftKings (DKNG) to leverage the cultural phenomenon. The decision by DraftKings to forego Super Bowl advertising this year in favor of innovative partnerships underscores the shifting dynamics within the industry. Other players in the sports-betting space, such as BetMGM and FanDuel, are also making waves with their Super Bowl campaigns, indicating a fierce competition for consumer attention.

Market Momentum:
DraftKings' impressive climb to a new monthly high on 18th January, 2024 is more than a financial achievement; it's a manifestation of the market momentum and the platform's ability to capture and capitalize on the evolving trends in sports and gaming.

Conclusion:
As DraftKings (DKNG) continues its upward trajectory in the stock market, the company's innovative partnership with Tums serves as a testament to its adaptability and willingness to explore unconventional marketing strategies. The Tums Prop Bites game not only engages consumers but also positions both brands as forward-thinking players in the evolving landscape of sports, entertainment, and advertising. As the Super Bowl approaches, all eyes will be on how this strategic collaboration unfolds, setting the stage for a memorable and interactive Super Bowl LVIII experience.