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DraftKings has unveiled plans for an audacious promotion that will hit gas stations in Edmonton and Toronto, as well as five American cities.
The legal iGaming operators all try to differentiate themselves in Alberta and Ontario — the two Canadian markets where online gambling is regulated. There are promises of bonus spins, sportsbook account top-ups and special parlays.
However, DraftKings is literally taking its brand to the streets. From 10 a.m. to 2 p.m. in Toronto, Edmonton, Dallas, Miami, Atlanta, Los Angeles and Detroit, select service stations will offer free gas fillups on behalf of the DraftKings brand. Gasoline in the “Gameday Fuel” promotion will flow as supplies last.
No proof is needed that the driver is a DraftKings user. All the driver has to do is show that they are of legal gaming age. In Ontario, that’s 19; in Alberta, it’s 18 years of age.
The list of eligible fueling stations will be released in the hours leading up to the free-gas bonanza.
As of Aug. 31, gas prices in Edmonton are at or near $1.53 pr litre for regular fuel. In Toronto, they’re hovering around $1.70 per litre.
The promotion is meant to bring attention to DraftKings right before the kickoff of the National Football League season. The NFL is by far the biggest sports betting property in North America. Even Canada’s love of hockey can’t knock the NFL off its perch as the top sportsbook attraction. In the American markets, celebrities will be on hand to pump gas, but this can’t be done in Edmonton and Toronto because of regulations in both Alberta and Ontario that forbid celebrities from endorsing gambling. Celebrities can only appear in responsible gaming promotions.
“Football season is one of the most exciting times of the year for fans, and DraftKings is always looking for meaningful ways to make the experience even more memorable,” said Stephanie Sherman, the chief marketing officer at DraftKings.
