The NFL is now allowing sports
betting commercials to air during game
broadcasts, although it will limit
broadcasters to showing six sports
betting commercials per game so as not to alienate fans. According to The Washington Post, The NFL expects to generate around US$270m in
revenue from sports betting and gambling deals. The category
could be worth more than US$1bn within the decade. NFL
Major Marketing Deals with Clubs and Leagues
Te National Football League (NFL)
According to the American Gaming Association (AGA) a record 45.2 million Americans (18 per cent) said that they planned to wager on the 2021 National Football League (NFL) season. Compared to the previous year, 36 per cent more Americans said that they would place a bet on the league’s games in the 2021 season.
New Orleans Saints quarterback Drew Brees has appeared in a number of PointsBet commercials where he celebrates sports betting wins with friends in various locations, PointsBet have also used an entire series of adverts with Shaquille O’Neal for the Australian market.
Other sport celebrities appearing in betting campaigns have included hockey legend, Wayne Gretzky (BetMGM) and former professional basketball player, Allen Iverson, (PointsBet).
Te NFL is now allowing sports betting commercials to air during game broadcasts, although it will limit broadcasters to showing six sports betting commercials per game so as not to alienate fans. According to Te Washington Post, Te NFL expects to generate around US$270m in revenue from sports betting and gambling deals. Te category could be worth more than US$1bn within the decade.
Te NFL was the last of the four major U.S. professional sports leagues to partner up with the sports betting industry. In August 2018, the NFL announced that its
teams would be allowed to have casino partners. In February 2020, in a sign that its approach to betting was changing, it went further and its sports Betting Committee allowed its teams to make partnerships with sportsbook operators. Te Denver Broncos was the first franchise to do this. Since the NFL changed its betting advertising policy, BetMGM, FanDuel and Betfred have all partnered with the team.
In May 2021, BetMGM agreed a deal to become the first official gaming partner of the NFL’s Baltimore Ravens. In July 2021, WynnBET announced its first partnership with an NFL team through a multi- year sponsorship with the Detroit Lions. Even the names of stadiums are changing. In the same month Caesars Entertainment confirmed its partnership with NFL’s New Orleans Saints, which will see the Saints’ home stadium rebranded to the Caesars Superdome. More deals will undoubtedly follow.
For now the biggest change has been advertising during broadcasts. In April 2021, the NFL announced its first-ever US sportsbook partnerships with Caesars Entertainment, DraftKings and FanDuel (the value and length of the deals has not been disclosed).
As part of those deals, in addition to having the exclusive right to leverage NFL marks within the sports betting category, integrate into NFL owned and operated properties, and activate around retail and online sports betting, Caesars Entertainment, DraftKings and FanDuel may also leverage their Approved Sportsbook Operator status to secure premium NFL advertising inventory during games and around ancillary programming. No sportsbooks outside of these seven operators will be permitted to purchase this NFL advertising and media inventory. Meanwhile broadcasters partners CBS, NBC, FOX, and ESPN are free to negotiate with sponsors.
In August 2021, Te NFL announced that it had reached agreements with FOX Bet, BetMGM, PointsBet, and WynnBET to become Approved Sportsbook Operators for the 2021 NFL season. Tese agreements made all four operators eligible to purchase NFL in-game commercial units and other select NFL media inventory.
WIRE / PULSE / INSIGHT / REPORTS P37 Basketball (NBA)
Annual revenues for the National Basketball League may increase by $585m from legal sports betting. Te NBA is not yet willing to allow its teams to negotiate jersey sponsorship with bookmakers and there is no sign that this could be expanded to betting companies in the near future.
However, overall Te National Basketball League has been quick to embrace sports betting. In July 2018, it became the first major US sports league to partner with a sportsbook operator after the league signed a deal that made MGM Resorts the exclusive official gaming partner of the NBA and the Women’s Professional Basketball Association (WNBA). Te three year deal was worth an estimated $25m.
Annual revenues for the National
Basketball League may increase by $585 million from legal sports betting. The NBA is not yet willing to allow its
teams to negotiate jersey sponsorship with bookmakers and there is no sign that this could be expanded to betting companies in the near future. However, overall The National Basketball League (NBA) has been quick to embrace sports betting. NBA
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