The PGA has
agreements in place with BetMGM,
DraftKings, FanDuel and PointsBet. In
December 2021, the PGA TOUR and
BetMGM announced a three-year
extension through 2024 to its
marketing and
content relationship designating BetMGM as an Official Betting Operator of the PGA TOUR. In January,
FanDuel and the PGA Tour signed a three- year extension to their partnership, PGA
and the Pittsburgh Pirates announced a new partnership that will include BetMGM branding throughout PNC Park, fan-focused promotions, and social media content. A few months later, the Detroit Tigers announced that it had became the first Major League Baseball team to sign a sponsorship deal with a sportsbook after signing with PointsBet.
Ice Hockey (NHL)
Legal sports betting may drive $216m in annual revenues for the National Hockey League. In February 2021 the NHL was the first sports league to form a sports betting partnership with Bally’s. Te multi-year partnership provides Bally's with rights to NHL marks and logos, and official league data.
In the same month, Australian sports betting operator, PointsBet, and the NHL announced a multiyear strategic partnership, naming PointsBet an Official Sports Betting Partner of the NHL. Te agreement covers both the US and Australia.
In October 2021, Te NHL confirmed a new wide-ranging
P40 WIRE / PULSE / INSIGHT / REPORTS
agreement with DraftKings that sees the US gambling brand become the league’s official sports betting, fantasy sports and iGaming partner. In May 2021, Betway and the NHL announced a new multiyear US partnership, naming Betway an Official Sports Betting Partner of the NHL. Tis deal represents Betway's first sports betting partnership with a North American professional sports league.
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. Te Washington Capitals was the first NHL team to do so after the team announced a multi-year partnership with Caesars Entertainment in September that will place a Caesars Sportsbook logo on Capitals home and third jerseys beginning in the 2022-23 season.
Other Sports
Sports betting companies are also present in an increasing number of other sports. Major League Soccer, the top North American soccer league, allowed sports gambling sponsors on its jerseys in 2019.
Meanwhile, the PGA has agreements in place with BetMGM, DraftKings, FanDuel and PointsBet. In December 2021, the PGA TOUR and BetMGM announced a three- year extension through 2024 to its marketing and content relationship designating BetMGM as an Official Betting Operator of the PGA TOUR.
In January 2022, FanDuel and the PGA Tour signed a three-year extension to their content and marketing partnership, keeping the sportsbook as the official betting operator of the professional golf tour through to 2024.
Meanwhile, NASCAR has deals in place with BetMGM, Penn National and WynnBET. In 2020, Penn National became NASCAR’s first authorised gaming operator, marking its first partnership with a professional sports league. Sports betting deals have now also extended to Te Ultimate Fighting Championship (UFC).
In March 2021, the UFC agreed a wide-ranging deal that sees
DraftKings become its first-ever official sportsbook and daily fantasy partner in the US and Canada. According to ESPN, the five-year deal was worth US$350m. Meanwhile in April DraftKings become the first official sportsbook and daily fantasy partner of mixed martial arts (MMA) organisation, the Professional Fighters League (PFL). Te long drawn out battle against pro sports betting already seems like it happened a long time ago now that sports betting campaigns are saturating the airwaves and ads are appearing on billboards. Te sports betting industry even now sponsors fishing.
Sports betting will undoubtedly continue to change the look and feel of US sports. Indeed major sponsorship deals and sports betting marketing campaigns seen on an unprecedented scale mean that billions of dollars will be spent on sports betting marketing in the coming years.
In March 2021, the
(UFC) agreed a wide- ranging deal that sees DraftKings
become its first-ever official sportsbook and daily fantasy partner in the US and Canada. According to ESPN, the five-year deal was worth US$350 million.
Meanwhile in April DraftKings become the first official sportsbook and daily fantasy partner of mixed martial arts
(MMA) organization, the Professional Fighters League (PFL). UFC
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