How Top Betting Platforms Capture Market Share on Kentucky Derby Day: A Deep Dive into Direct-to-Consumer Marketing Strategies

How do the top 3 betting platforms earn share of the record-setting $288.7 million in wagers on the Kentucky Derby Day program, even though their books offer identical odds?

Answer: TwinSpires, DraftKings, and FanDuel align their brands and partnership deals around the same idea: *own a direct-to-consumer marketing channel* to customers 👇

🐎 D2C via Venue: TwinSpires, owned and operated by Churchill Downs Incorporated can “leverage linkage to Kentucky Derby to efficiently acquire customers,” such as access to the newly-created VIP First Turn Experience.

📲 D2C via Digital App: DraftKings Inc.’s agreement with CDI let them launch DK HORSE: “which will allow DraftKings’ eligible customers to bet on horse racing using a standalone branded app” (№1 app in Apple’s “Sports” category on Derby-day).

📺 D2C via TV: FanDuel’s agreement with CDI includes “Exclusive TV rights to racing content at all CDI Thoroughbred racetracks.” They then dedicated multiple “Up & Adams” and “Action Updates” segments to the Derby.

—
Above all, sports betting is evolving fast! To reach customers via any of these D2C channels, platforms will lean on talent across skillsets: sales, partnerships, fan engagement, analytics, marketing, product, media, and more.

⭐️ Pro tip: Before an interview, research the organization’s marketing campaigns, press releases, and investor presentations. When you see an initiative in which your skills could add value, bring it up.

Here is CDI’s March 2023 investor presentation: https://lnkd.in/g2_4Chkb

Which D2C marketing channel do you find most resonant for betting platforms? Or, what other channels could betting brands use? ⬇️

TeamWorkOnline.com is the leading hiring platform and talent community in sports and entertainment. Our mission is to connect talented people with the right employers.

👩‍💻 Visit Our Website to browse thousands of opportunities in the sports industry that are posted daily.

📣 Follow us on LinkedIn, Twitter, our Twitter Jobs page, TikTok, Instagram, and Facebook.

🚀 Onward!