DraftKings, TUMS Bring Betting to Super Bowl Snacking

Posted on: January 18, 2024, 04:26h. 

Last updated on: January 19, 2024, 11:09h.

Todd Shriber @etfgodfather Read More
Expertise: Financial, Gaming Business, Mergers and Acquisitions.

Betting on sports can cause heartburn. So can overindulging when it comes to snacking at Super Bowl parties. DraftKings and antacid maker TUMS are seizing upon those themes with a new free-to-play game, Tums Prop Bites.

TUMS
Comedian Desus Nice in an ad for TUMS. The antacid maker is partnering with DraftKings on a Super Bowl betting game. (Image: Newswav)

Inspired by increasingly popular proposition wagers, TUMS Prop Bites will allow participants to potentially grab a share of $10K in prizes by betting on categories, including pizza deliveries on Super Bowl Sunday, and other items tied to food and snack consumption on the day of the big game. Registration for the contest opened on January 16 and runs through February 11.

Food is a key part of the Big Game experience for fans watching at home and TUMS Prop Bites creates an authentic extension of what DraftKings is all about, providing customers with more way to engage with the events they love,” said Jay Danahy, DraftKings head of brand partnerships and ad operations, in a statement.

TUMS, one of the top-selling, over-the-counter indigestion medications, is manufactured by Haleon. That’s the company behind other well-known brands, including Advil, Emergen-C, Excedrin, Flonase, Gas-X, and Nicorette, among others.

DraftKings, TUMS Bring Kitsch to Prop Bets

Traditionally, proposition wagers on the NFL can include anything from anytime touchdowns, over/under on receiving yards, or whether or not a quarterback throws an interception.

With the Super Bowl being the most wagered-on sporting event in the U.S., the menu of prop bets offered by sportsbooks is usually larger than normal for the big game. It can include wagers on the result of the coin flip, the color of the sports drink the winning coach gets doused in, and the length of the halftime show, among other “oddball” items.

Prop bets have also grown to include elements of pop culture, which has been on full display in the current NFL season, thanks to Kansas City Chiefs tight end Travis Kelce’s romance with pop star Taylor Swift.

The TUMS Prop Bites game is open to participants who are at least 18 years old.

DraftKings, TUMS Leveraging Star Power

For the TUMS Prop Bites game, the manufacturer and DraftKings are deploying some star power, bringing comedian Desus Nice on board as the official “tipster” of the contest.

Let’s be real, a lot of people watch the Big Game for the food and the vibes, and now TUMS is giving this audience an opportunity to go all in on food, without the worry of heartburn, and a chance to win cash prizes,” he said in the statement.

Additionally, DraftKings and TUMS will host a Prop Bites Food Casino at Circa Stadium Swim at Circa Las Vegas on Friday, February 9. DraftKings and Circa have a relationship because the former owns the Vegas Sports Information Network (VSiN), which broadcasts some of its sports wagering radio shows from the sportsbook at the downtown Las Vegas casino hotel.