Part of the build-up to Gronk’s 10-million-dollar kick will feature snippets of him training with the NFL’s all-time field goal and points leader, Adam Vinatieri. FanDuel will air clips from their sessions during the preceding playoff rounds to drum up interest.
“I’m not at the top of my game right now, but I actually have two training sessions coming up this week,” said Gronkowski. “I believe if you put your mind to anything, you can do anything. And I don’t want to disappoint America... I’m going to have to train, but I feel like I’m going to be able to pull it off.”
FanDuel has committed to its big-money ad this year because of the extra states that now provide sports betting services. Ohio became the latest state to join the fold (and add to FanDuel’s list of 20 operational states) after Pete Rose placed an inaugural bet at 12:01 a.m. on New Year’s Day.
The new style of advertisement, which incentivizes prospective customers to get involved more than any other, is also a reason FanDuel is moving ahead with its plan.
“When we got presented with the idea to do a live spot with something on the line for everyone in the market, we jumped at it,” said Andrew Sneyd, FanDuel’s executive vice president of marketing.
Gronkowski once kicked a 33-yard field goal in a high school football game. Although he went on to haul in 621 passes for 9,286 yards and 92 touchdowns in nine years with the New England Patriots and two with the Bucs, he never attempted a kick.
The Super Bowl has drawn over 100 million television and streaming viewers every year but one since 2010. As a result, commercial time slots are very expensive and lucrative. Fox Corp., the host of this year’s big game, sold 30-second time slots for a record of over $7 million.