NFL Dives Into Sports Betting Pool With Major Splash With Trio Of Gambling Partners
By Alan Snel of LVSportsBiz.com
There are so many professional sports teams out there cutting official betting partner deals that an individual sponsorship announcement is hardly headline news anymore.
But the National Football League — once a fierce opponent to legalized sports gambling — drew a red-hot spotlight when it announced its first-ever U.S. sportsbook partnerships as Caesars Entertainment, DraftKings and FanDuel reached agreements to become “Official Sports Betting Partners” of the league.
Here in Las Vegas, the Raiders have a deal with MGM Resorts International, which has the most hotel-casinos on the Strip.
“All of us at MGM Resorts are proud to welcome the Raiders and the NFL to Las Vegas. We look forward to providing Raiders fans a world-class sports betting and entertainment experience, both in our BetMGM Sportsbooks and digitally, through the BetMGM mobile app,” MGM Resorts Bill Hornbuckle said back in September 2020.
“We are pleased to add BetMGM to the MGM Resorts partnership portfolio,” Raiders President Marc Badain said at the time. “The addition of BetMGM will open new levels of engagement for Raiders fans and guests of Allegiant Stadium.”
Back in the day when sports wagering was illegal in all states with the exception of Nevada, the NFL disdained the notion of allying its brand with sports gambling.
My have things changed.
Caesars, DraftKings and FanDuel will all have the exclusive ability to leverage NFL marks within the sports betting category and activate around retail and online sports betting. They will also engage with fans through NFL-themed free-to-play games.
“Additionally, Caesars, DraftKings and FanDuel will have the right to integrate relevant sports betting content directly into NFL Media properties including NFL.com and the NFL App. DraftKings and FanDuel will enhance their fan experiences with NFL highlights, footage and Next Gen Stats content. Caesars and the NFL will collaborate on integrating NFL content into Caesars platforms as well. Caesars, DraftKings and FanDuel will all use the NFL’s official League data feed,” according to today’s NFL announcement.
As the sports betting landscape has continued to evolve in the United States, we have been thoughtful with our strategy and are excited to announce three partners who share the NFL’s vision and goals. — Renie Anderson, NFL Partnerships chief revenue officer and executive vice president.
Caesars Entertainment will also continue as the League’s “Official Casino Sponsor.” As the Official Casino Sponsor, Caesars retains its exclusive casino rights to use NFL trademarks in its marketing and experiences with NFL fans using its more than 50 casino properties, celebrity chefs, premier music artists, and a wide range of entertainment elements onsite.
“As the first-ever gaming partner of the National Football League, everyone at Caesars Entertainment is thrilled to expand and strengthen our relationship,” Caesars Entertainment CEO Tom Reeg said. “Together, we will create new ways for football fans to share in the action of their favorite sport. Football season will be more exciting than ever now that fans can enjoy an enhanced experience at our casinos, in our sportsbooks, and online—all while earning Caesars Rewards credits and tier status that they can use to unlock incredible experiences.”
Meanwhile, renews its exclusive relationship as the “Official Daily Fantasy Partner” of the NFL with exclusive rights to NFL IP and marks. DraftKings will continue to collaborate with the League on a variety of content and product offerings that fans can engage with on the DraftKings Sportsbook and Daily Fantasy Sports apps.
As for FanDuel, the NFL’s newest partner, the league said, FanDuel “will have a series of content integrations including both in-game and post-game highlights directly available within its sportsbook and fantasy sports platforms this coming season.”
