new england patriots owner robert kraft and dallas cowboys owner jerry jones both own stakes in draftkings, and 28 professional football teams have made deals with one site or the other. >> the sports teams and the leagues want to make sure that sports is as relevant for today's millennial generation as it was for the generation that is now in their 40s or 50s. and what they see in fanduel is an opportunity to engage a younger generation of fans, get people to watch more sports, and then also get them to play more on fanduel. >> fanduel's one-week fantasy football leagues are paying $75 million a week... >> narrator: all that investment money fueled an advertising blitz worth hundreds of millions of dollars in the run-up to this year's football season. >> turning a game you love into a lifetime of cash. >> use promo code "kick" to play and get free entry into the millionaire grand final. >> narrator: on some weeks, fanduel or draftkings was the number one advertiser on television. >> this isn't fantasy as usual. this is draftkings. >> they were everywhere. i'm not sure that we've ever seen