Super Bowl LVIII is expected to bring in tons of exposure to sportsbooks, who in turn will offer plenty of boosts and bonus bets. FanDuel is grabbing early attention with an announcement that four-time Super Bowl champion Rob Gronkowski is returning to kick another field goal before the big game.
For those who forgot, FanDuel’s first Kick of Destiny had the former star tight end attempt a 25-yard field goal. If he made it, everyone who bet $10 with FanDuel would have been given a free bet. The kick, which was aired as a commercial in the third quarter, sailed far left. In the end, FanDuel still provided its customers with free bets despite the miss.
"Last year's Kick of Destiny campaign saw tremendous engagement from our customers as they were captivated with what would happen during our live Super Bowl commercial," said FanDuel executive vice president of marketing Andrew Sneyd.
Changes this year
Now that FanDuel saw what worked and what didn’t, there are several changes from last year’s promotion.
Unlike last year, bettors will not have to place a wager in order to be in the potential prize pool. Instead, you must pick whether you think Gronk will make or miss the field goal. Those who guessed correctly will be rewarded.
I need another shot @FanDuel
— Rob Gronkowski (@RobGronkowski) January 9, 2024
KICK OF DESTINY 2 BABY! LET'S GO! pic.twitter.com/rOT3wqlATa
While the $10 million prize pool is the same as last year, the selection of whether the kick goes in or not potentially saves FanDuel a lot of money. In 2023, 17 million bets were expected to come in for the Super Bowl so FanDuel had to increase its prize pool significantly.
On the media side, there will be plenty of star power as part of the redemption journey, which will be shown before the actual kick (whether right before or as part of the marketing campaign).
"I can't lie, when I missed the Kick of Destiny during last year's Super Bowl, it was devastating. I told the team at FanDuel I knew I could do better and needed a shot at redemption this year," said Gronkowski.
