Sports & Social DraftKings will feature décor that integrates both brands. Logos and colors will be merged, including DraftKings’ recognizable green and orange scheme. The menu will be similar in terms of signature dishes, but local Michigan flair will be added. There will also be food and beverage items specific to the online betting concept.
“The goal with DraftKings is really to just forge a strategic partnership,” Moore says. “We've seen that there’s a new standard for sports entertainment and sports betting that’s coming together. We have a few casino locations, and we really see how the two things can work together and so we thought a partnership with DraftKings would allow us to really create the most iconic entertainment and dining destination as far as sports bars go.”
Sports & Social has 14 locations open or in development in Pennsylvania, Texas, Georgia, Maryland, North Carolina, Illinois, Florida, Kentucky, Missouri, and Michigan. Some are part of entertainment districts near major sports venues. For instance, the unit in Arlington, Texas, is at the foot of AT&T Stadium, the home of the Dallas Cowboys, and nearby Globe Life Field, which houses the Texas Rangers. The one in St. Louis is close to Busch Stadium, where the St. Louis Cardinals play. The chain opened its first standalone outlet in Bethesda, Maryland in September 2021, and another has since opened in Allentown, Pennsylvania.
For Sports & Social, the DraftKings venture may be new, but it’s not a first go-around with sports betting. Casino-based locations feature a FanDuel sportsbook.
“It's definitely given us some insight into how well the sports betting dining and entertainment piece can work really well together, but this [DraftKings partnership] is the first true brand meld of its kind,” Moore says.
The marketing executive couldn’t share specifics, but did say there will be more DraftKings partnerships in the future. Those particular units are restricted to wherever legal sports betting is allowed, but for other freestanding locations, Sports & Social opts for places with a passionate fan base and an area in which it can either elevate the offering or bring something completely new, Moore says.
“I really think this concept is the best of both worlds, combining high-energy first-class entertainment that Sports & Social brings, with the thrill of a live sports betting concept with DraftKings," Moore says. "That elevates our entire concept and gives our guests an unmatched experience. If you’re a sports fan, it takes it over the top for you. And I'm a big sports fan, and I hope that others will feel the same way when they enter it, from the look and feel to the menu to the drinks we provide and now the in-venue betting experience through DraftKings.”