Major League Baseball stands to gain $1.1bn in
projected revenue
from legalised sports betting. In November 2018, the MLB and MGM Resorts formed an all-inclusive partnership
agreement that
combined the MLB brand with MGM Resorts and
playMGM brands across league and
team sponsorships, data usage in gaming, promotion across MLB-owned media platforms, and domestic and international
activations at events. MLB
In October 2019, the National Basketball Association and William Hill announced a partnership that made William Hill a partner and authorised sports betting operator of the NBA. As part of the agreement, William Hill was given the right to use official NBA betting data and league marks across its mobile platforms and in its sports books throughout the United States. Additionally, William Hill was allowed to be promoted across the NBA’s digital assets including
NBA.com, the NBA app, and the NBA’s social media platforms.
In November 2021, Te National Basketball Association announced a multi-year expanded partnerships making DraftKings and FanDuel Group co-official sports betting partners of the NBA. Both companies were given “expansive rights” to integrate NBA assets throughout their sports betting and daily fantasy sports platforms.
According to the agreement as part of the expanded relationships, DraftKings and FanDuel will continue to utilise official NBA betting data and league marks and
P38 WIRE / PULSE / INSIGHT / REPORTS
logos across their sports betting and free-to-play game offerings. In addition, beginning with the NBA’s 75th Anniversary season, DraftKings and FanDuel will create and feature NBA content that includes game highlights across their various content platforms.
Te league has also made other deals as well which will allow sportsbooks to market themselves. In March 2021, it was announced that Bally’s Corporation and the NBA had formed a partnership designating Bally’s as an authorised sports betting operator of the NBA.
A large number of teams have signed marketing deals with sports betting companies. In November 2019 - in a first of its kind deal between an NBA team and mobile sports betting operator - the Philadelphia 76ers signed a sponsorship agreement with mobile sports betting platform Fox Bet.
William Hill signed a partnership deal with the Washington Wizards in October 2019 to become its exclusive sports betting partner and in April 2021, FanDuel announced a multi-year market access partnership with the Phoenix Suns, designating FanDuel as the Suns’ Official Sportsbook and Daily Fantasy Sports Partner.
Baseball (MLB)
Major League Baseball stands to gain $1.1bn in projected revenue from legalised sports betting. In November 2018, the MLB and MGM Resorts announced the formation of an all-inclusive partnership agreement that combined the MLB brand with MGM Resorts and playMGM brands across league and team sponsorships, data usage in gaming, promotion across MLB- owned media platforms, and domestic and international activations at MLB events.
In July 2021, DraftKings signed a multi-year deal with the MLB that will allow bettors to watch select games live in the DraftKings app. DraftKings will be the only U.S. sportsbook to integrate live MLB games. In March 2021, the MLB chose casino operator Bally’s as its official sports betting partner in a
multi-year tie-up. Trough the agreement, Bally’s will gain access to official MLB league and team marks, logo and data, to be featured on the gambling company’s suite of sports betting products and offering.
A number of teams have also made their own deals with gaming companies. In September 2020, Te Chicago Cubs announced a multi-year agreement with DraftKings, which made the sportsbook app their official sports betting and daily fantasy partner. Te deal also includes a plan to make its stadium the first MLB stadium with an on site flagship retail sportsbook. According to some reports the Cubs will receive $10m annually over 10 years from DraftKings. In July 2021, BetMGM
Around 10 teams have signed deals with betting
companies. In addition the NHL’s board of governors gave the green light in August 2021 for teams to have sponsor patches on their jerseys for the 2022-23 season. The Washington Capitals was the first NHL team to do so after the team
announced a multi- year partnership with Caesars in
September that will place a Caesars Sportsbook logo on jerseys beginning in the 2022-23 season. NHL
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