February 5, 2025 3 min read

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NYX Teams Up with DraftKings in Historic Super Bowl Campaign

The new collaboration, announced ahead of Super Bowl LIX, marks the first partnership between a makeup brand and the popular betting and gaming operator

Ahead of the upcoming Super Bowl in February, NYX Professional Makeup, the famous makeup company whose parent is the globally recognizable brand, L’Oreal, announced the launch of a new social media campaign and joined forces with one of the top betting and gaming companies in the United States.

The Collaboration Will Bring Exciting Free-to-Play Betting Options

As announced by Glossy, NYX became the first makeup company to join forces with DraftKings in a bold move for its second Super Bowl ad campaign. It was last year when the makeup company released its first Super Bowl advertisement featuring a spot with the famous singer, Cardi B.

Unlike the previous campaign, this time, the ad will focus on social media as reportedly there won’t be a TV spot. The theme of NYX’s campaign this year is “The Big Fat Kiss,” likely hinting at the kiss between the American singer-songwriter and superstar, Taylor Swift, and Travis Kelce, the famous NFL player, after the win by the Kansas City Chiefs’ Super Bowl win in 2023.

The collaboration between DraftKings and NYX will see the former introduce a range of free-to-play betting options. Sports bettors and aficionados alike will have a chance to win prizes of up to $60,000 by guessing correctly which athletes may kiss their significant other following the upcoming Super Bowl game.

An Unexpected but Exciting Collaboration

Considering that millions of Americans can place legal wagers in nearly 40 states across the country, sports betting has become an important part of sports. While traditionally football is seen as a game favored by men, women are also passionate fans.

The agreement with DraftKings brought excitement for NYX with the company’s general manager of the US, Yasmin Dastmalchi, acknowledging: “It’s an unexpected collaboration for sure.” She added that NYX is the first company from the makeup vertical to join forces with a betting and gaming operator. “We’re always looking for ways to be where our customers are and put ourselves in the middle of these cultural moments, and this was a good opportunity,” Dastmalchi added.

We’re all about tapping into culture, whether that’s entertainment or sports, and trying to be right in the middle of those big moments.

Yasmin Dastmalchi, general manager of the US at NYX

The executive spoke about the growing number of women interested in the Super Bowl. Finally, she said it is exciting to access new audiences via sports, entertainment and culture.

Late last month, DraftKings announced it reached an agreement with the National Football League Players Association (NFLPA) in their ongoing legal dispute. While the legal battle is on hold, successful negotiations with the Association may ultimately resolve this hurdle once and for all.

Journalist

Jerome brings a wealth of journalistic experience within the iGaming sector. His interest in the industry began after graduating from college, where he regularly participated in local poker tournaments. This exposure led him to the growing popularity of online poker and casino rooms. Jerome now channels all the knowledge he's accrued to fuel his passion for journalism, providing our team with the latest scoops online.

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