Sports betting operator DraftKings is claiming an industry first with the launch of branded gift cards, just in time for last-minute holiday shoppers.

On Wednesday, the Boston-based DraftKings announced a ‘strategic collaboration’ with Atlanta-based InComm Payments on the launch of an “industry-first retail gift card” bearing the DraftKings logo. The cards will be made available through a variety of retailers – including 7-11, Speedway and Dollar General – in denominations of $25 and $50, at least, to start. 

DraftKings president Matt Kalish said the company was “thrilled to provide our customers with another way to fund their accounts and engage with our real money products through this first-of-its-kind offering.” 

InComm senior VP Tim Richardson claimed DraftKings’ “large and passionate” fanbase would jump at the chance to exchange cash for plastic, while offering DraftKings “a significant brand expansion and enhancement opportunity.”