North America's premier online gaming company FanDuel has just announced the third installment of its "Kick of Destiny" at Super Bowl LIX in New Orleans.
Happening on Super Bowl Sunday during the FOX Pregame Show, the live kicking competition will see NFL legends Eli and Peyton Manning going head-to-head for the first time ever.
Each of the Manning brothers will attempt a 25-yard field goal to win, with three additional attempts allowed for each player if there is no winner after the initial kicks.
FanDuel is also offering users a free pick on which Manning they think will win via the FanDuel Sportsbook app, where winners will get an equal share of $10 million in Bonus Bets.
In a press release, FanDuel EVP of Marketing Andrew Sneyd highlighted how the effort aims to position the company as part of Super Bowl Sunday, upping the ante with a historical showdown.
Both brothers also chimed in to hype up the festivities.
"The Kick of Destiny is becoming a great Super Bowl Sunday tradition, and I'm feeling really good about my chances to get the win," Eli said.
"I've been studying film of great kickers and training hard to make sure I bring home the win for everyone in America who picks me to beat Eli," added Peyton.
Additionally, two TV spots during the FOX Super Bowl Pregame Show will give fans a further glimpse into the event, with a recap that will celebrate the victory of either Team Peyton or Team Eli.
FanDuel's yearly competition has reached its third year, proving the effectiveness of large-scale immersive and experiential marketing efforts in establishing a brand.
The format also enables viral marketing moments, such as this year's first-of-its-kind effort to find the "best Manning."
Manning v. Manning
A one-minute spot titled "The Dream" opens on a hilariously meta scenario, with Eli practicing a script for a FanDuel ad in the mirror.
He is then interrupted by his older brother Peyton, who teases him. Eli reveals that he's always wanted to be a kicker, and that his dream will finally be realized once he joins "Kick of Destiny 3."
Cut to a flashback sequence where a "young" Eli in an 80s-style hairdo practices making a field goal, while his older brother (sporting a mullet, mustache, and full denim outfit) mocks him from a distance.
KICK OF DESTINY 3: PEYTON VS. ELI
— FanDuel (@FanDuel) January 10, 2025
May the best Manning win 🏆#KickOfDestinypic.twitter.com/JsfhQwdkGM
Back in the present day, the brothers decide to settle the score, proving once and for all who the best Manning is, closing the spot.
The brothers care football legends who continue to be in the spotlight, and brands know their names have value in promoting products or services.
Last September, Eli and Corona launched a limited-edition Lime Wedge Football Kit to bring more fun to tailgating.
Meanwhile, in October, Peyton partnered with Toll House to create a Cookie Nachos kit.
