DraftKings and NYX make a bold bet on the beauty of the Super Bowl

February 6, 2025

DraftKings and NYX make a bold bet on the beauty of the Super Bowl

In a glamorous gamble, DraftKings is shaking up the Super Bowl by teaming up with NYX Professional Makeup. This unusual yet glossy partnership blends sports with beauty—evidence that the big game diversifies beyond just football fans.

NYX, known for its bold cosmetics, is launching a social media campaign at Super Bowl LIX. So, while DraftKings calls a time-out on its TV Super Bowl advertising, this collaboration ensures it still leverages its brand prowess. NYX is partnering with DraftKings to launch a digital campaign called “The Big Fat Kiss.” The social media campaign plays on the tradition of victory kisses after major sports wins.

Who knows – the kiss could steal the spotlight? Maybe Travis Kelce will propose to Taylor Swift should the Kansas City Chiefs conquer the Philadelphia Eagles in New Orleans on Sunday, February 9. A Chief’s three-peat in Super Bowl LIX is worth reapplying lipstick for, right?

Pucker up for prizes

Speaking of kisses, here is where things get interesting. The standout feature of this campaign is a free-to-play betting contest on DraftKings. Fans can wager light-hearted bets on which athletes will kiss their partners after the game. There is also a prediction game about the half-time show starring Kendrick Lamar. While fans bet on kisses, winners will share a $60,000 prize pool!

NYX says this campaign is about tapping into culture. “Women are watching the Super Bowl in record numbers,” said Yasmin Dastmalchi, NYX’s U.S. general manager. “We want to be part of those big moments.” This partnership comes as the NFL makes history by expanding to Melbourne, Australia. Starting in 2026, the league will host regular-season games at the world-famous Melbourne Cricket Ground (MCG).

Beauty and the bet

This partnership highlights the growing influence of women in sports and betting. Last year’s Super Bowl had almost 59 million female viewers. This figure was the most ever recorded. Betting companies see the Super Bowl as more than just a game. Of course, it is about the half-time show and adverts too! The Super Bowl is a cultural event and one of the world’s biggest betting events. In 2024, around $16 billion (€15.36 billion) was wagered on the Super Bowl. The FIFA World Cup has the highest betting volume in the world.

DraftKings changed its tactics this year, whereas FanDuel, its biggest rival, has opted for a “Kick of Destiny” campaign. Peyton and Eli Manning, retired NFL quarterbacks and brothers known for their successful careers, star in this. With Peyton winning two Super Bowls and Eli winning two, the field is set for them to attempt a live extra-point kick before the game. The brothers compete against each other, and fans choose who will win. Those who pick correctly will share a $10 million (€9.6 million) bonus bet jackpot.

Kicking laces out without a commercial

While many brands are skipping TV ads, they are finding more creative ways to stay in the conversation on Super Bowl Sunday. Last year’s NYX ad featuring Cardi B led viewers to an online experience via a QR code. Caesars Sportsbook, BetMGM, and PointsBet run various promotions and special prop bets.

It is no secret that the Super Bowl is vital for the betting industry, providing operators with opportunities for growth and customer acquisition. And it’s a win-win for them with a U.S. TV audience of around 123.7 million and a global audience of approximately 63 million viewers. However, the growing trend in marketing is engagement over exposure. Brands now invest in digital experiences that bring fans directly into the action.

No yellow flag for DraftKings

DraftKings reported a 40 percent year-over-year revenue growth in 2024 with $4.606 billion (€4.28 billion). It also successfully launched its online sportsbook in additional states, including Arkansas and Oregon. To top this off, it also achieved its first full year of positive adjusted EBITDA in 2024, between $240 million and $280 million (€230.4 million and €268.8 million). This was despite a hot run of wins for favourite NFL teams during the late season, leaving DraftKings and other sportsbooks shivering in the winter gloom.

NYX and DraftKings affiliation could inspire other entertainment, beauty, sports, and lifestyle brands to collude. If a makeup brand can team up with a leading American sports betting and fantasy sports company, the sky is the limit. Unless you are the Chiefs or Eagles kicker!

Much like Jalen Hurts and Patrick Mahomes vying for glory on the field, DraftKings and NYX set the stage for B2B innovation. It has established a winning foundation by blending sports, beauty, and big business.