The NFL bets big on the US gaming sector after joining forces with Caesars Entertainment, DraftKings, and FanDuel as its official sports betting partners. Caesars and DraftKings have also renewed their casino and DFS deals with the league respectively.
For decades, the NFL has been sidestepping any association with gambling companies, but like a lot of sports and entertainment brands, the anti-gambling attitude is quickly changing. The biggest driver for this change was the repeal of the PASPA back in May 2018, a landmark Supreme Court ruling that opened a new chapter for USA's sports betting industry. A little over a year after the repeal, in September 2019, the league signed its first-ever sportsbook partnership agreement with Tabcorp, a leading Australian bookmaker. After another year, in September 2020, the NFL welcomed Costa Rica-based Betcris as its official sports betting partner in the Latin America region, and the list is now growing longer.
On Thursday, the NFL announced that it has teamed up with Caesars Entertainment, DraftKings, and FanDuel as its official sports betting partners. Each of the gaming companies and the NFL has penned a 5-year arrangement, with all the deals combined estimated to be worth nearly $1 billion according to sources close to the matter. As part of the new arrangement, the three gaming brands have accepted to abide by ‘the NFL’s core integrity policies, and will collaborate with the NFL on intelligence sharing, advocacy efforts, and responsible gaming education to protect the integrity of the game and its fans.’
After the Thursday announcement, Renie Anderson, the chief revenue officer of the NFL disclosed the franchise’s plan in a press briefing with ESPN saying:
Quote“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. Working closely with Caesars, DraftKings, and FanDuel, we will provide fans new and different ways of interacting and engaging with the sport they love.”
The Walt Disney Company is another brand that had for a long time been distancing itself from gambling as well, but recently, the family-friendly corporation has embraced the gambling sector. Last year, Disney went all in and announced its plans to roll out fantasy sports and sports betting via its ESPN+ service, one of the best sports streaming platforms globally.
Back to the league, as official sports betting partners, the trio is now authorized to use the iconic NFL shield, and league team logos on their platforms, among other media properties. The sports betting partners will also gain access to some footage and highlights of NFL games as part of the arrangement.
Injecting More Excitement Into the World of American Football
The partnership deal with the NFL is another milestone for Caesars Entertainment as it now adds a sportsbook collaboration on top of the casino arrangement that the two inked back in January 2019. Thus, with the latest agreement, Caesars will carry on as the official casino sponsor of the league on top of being an official sports betting partner. Tom Reeg, the Caesars Entertainment CEO had this to say about the accomplishment:
Quote"As the first-ever gaming partner of the National Football League, everyone at Caesars Entertainment is thrilled to expand and strengthen our relationship. 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."
Citing the success that FanDuel enjoyed in February’s Big Game, Matt King, the company Chief Executive Officer had the following comments to make about the new arrangement:
Quote"On Super Bowl Sunday we got a glimpse at how powerful the combination of the NFL's excitement and our platform can be in delivering an enhanced fan experience. We are delighted to make that combination official by pairing America's market share leading sportsbook with America's favorite sports league. This partnership provides our shared customers with a new level of innovation and unmatched premium content directly within our platform ultimately enhancing every gameday."
It’s worth noting that DraftKings is already an affiliate of the NFL in a fantasy sports betting capacity. Thus, with the newly inked deal, DraftKings will renew its role as the official daily fantasy sports partner of the league, alongside the sports betting deal. Jason Robins, CEO, chairman, and co-founder of DraftKings also had a few words to say about the deal as follows:
Quote"The way fans consume sports years from now will look drastically different, and it will be due in part to forward-thinking collaborations like our expanded relationship with the NFL today as an Official Sports Betting and Exclusive Daily Fantasy Sports Partner. We share the same vision as the NFL on fan engagement and believe this agreement will lead to new innovations that will ultimately enhance both the product on the field and on the screen."
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