DraftKings has opened lounges in three NFL stadiums — why not the Linc?

By Harry Allison

In case you are scoffing at the growing interest in Fantasy Football that has captured millions, check out what DraftKings is doing with its massive audience:

Doubling down on the bet it has won, and starting with next Sunday’s Texans-Saints preseason game:

DraftKings is launching a new $300 million ad campaign to gin up fan interest as the National Football League season gets underway.

According to the Wall Street Journal, the campaign — “Welcome to the Big Time” — depict DraftKings users transfixed as they adjust their line-ups, or in fits of joy as their respective players perform well.

DraftKings CEO Jason Robins told the Journal that he hoped the ads would attract new customers and “elevate the brand” among fantasy fans.

“Being able to differentiate on the experience that DraftKings can provide is critical,” Robins said.

The ad campaign comes as big media companies pour investments in daily fantasy sports websites, where fans can draft teams of players one game at a time to win cash and prizes, as opposed to embarking on season-long contests with fickle friends that may lose interest.

DraftKings recently signed a $250 million advertising deal with ESPN, which gives it exclusivity with the network next year, blocking other daily fantasy sports sites from advertising on the channel. The company had been in talks for funding from ESPN majority-owner Disney, but that deal fell through.