From Consulting to Industry Catalyst
Steve Lang, a key player behind DraftKings’ rapid expansion over the past five-plus years, has charted an impressive career defined by strategic vision, an “owner” mindset and an unwavering commitment to collaborative growth.
His journey from sports marketing consultant to gaming executive at one of the sector’s leading companies offers valuable lessons for ambitious professionals.
Growing up outside Atlantic City, Lang was always interested in the gaming industry. This exposure, combined with the discipline forged as a collegiate rower at the University of Pennsylvania, laid a foundation for his future success.
After graduation, Lang spent nearly eight years in New York City’s media agency world, consulting for major advertisers in sports marketing. There he honed his business development skills, navigating complex deal negotiations and bringing fresh ideas to brands, including a pivotal engagement with FanDuel during the daily fantasy sports boom of 2015. Later, Lang parlayed this experience into developing a fantasy game concept for Buffalo Wild Wings, which ultimately led him to DraftKings.
Lang joined DraftKings shortly after the repeal of PASPA in 2018, a monumental moment for the sports betting industry. His initial role was crucial: figuring out market access in a rapidly evolving legal landscape. This involved building essential relationships with tribes, casinos and other stakeholders, all while preparing states for the complex process of licensing.
“It was a lot of crisscrossing the country and preparing for how states were going to award licenses,” Lang recalls, highlighting the frantic pace of those early days.
Today, his responsibilities include overseeing all league and team commercial deals along with numerous other business partnerships. He views these alliances not merely as revenue streams but integral components in advancing the industry. “Our success is closely linked to how we partner with the leagues and advance sports betting as a fan engagement tool,” he explains.
A core tenet of DraftKings’ culture that deeply resonates with Lang is the “act like an owner” philosophy. He emphasizes that this entrepreneurial mindset, where individuals take true ownership over their tasks and areas of responsibility, is essential in a fast-paced environment.
“You’re only as good as you are value-adding to any process,” he says, a lesson learned early in his client service days. This commitment to continuous value creation, coupled with nimble decision-making, allows DraftKings to translate ideas into real-world action at an incredible speed, a stark contrast to the often-slower pace of consulting.
Lang credits several mentors for shaping his career, from his high school rowing coach, who instilled discipline and goal setting, to his first two bosses who taught him the fundamentals of success in sports marketing. At DraftKings, he points to Chief Commercial Officer Jeremy Elbaum, a self-starter and co-founder of Draftstreet (acquired by DraftKings), as an “incredible mentor and champion.”
Looking to the future, Lang is passionate about shaping the gaming industry toward collective growth. He believes resisting innovation is a mistake, and long-term success will come from all stakeholders—from regulators to legacy businesses—collaborating to build a sustainable ecosystem.
His recognition among the industry’s “40 Under 40” is an honor he deeply appreciates, viewing it as a testament to the supportive nature of the industry and an opportunity to “pay forward” his experiences to the next generation of leaders.
Lang’s journey is a testament to the power of adaptability, a proactive mindset and strategic relationship-building in carving out a successful and impactful career in a rapidly transforming industry.
