Three legal U.S. betting operators are now recognized as the official betting partners of the NFL league. It means that they can gain access to the league feed.
On Thursday, the National Football League made a 180-degree turn in terms of sports betting by completing a multi-year partnership with three major betting operators, including DraftKings, Caesars, and FanDuel. This move makes the three betting companies the official betting partners with the notable league.
The terms of the partnerships were not made public. Nevertheless, reports suggest that this might be worth approximately $1 billion over a period of five years. According to information revealed, it is noted that the betting operators will be able to integrate relevant betting content directly to different NFL Media properties, such as the official website and the mobile application. The operators will also use the NFL’s official data feed.
Renie Anderson, the NFL Chief Revenue Officer, noted that the NFL league has been careful to ensure that the right strategy is implemented. It is done by venturing carefully into the evolving U.S. sports betting landscape. He added that they were excited to partner with the three sports betting companies that share a similar vision and goals with NFL. According to his statement, he noted that by working with DraftKings, Caesars, and FanDuel, NFL would offer a new and exciting way of interacting with the sports they love.
The recent changes come after NFL has long been a strong opponent of sports betting. Paul Tagliabue, the former commissioner, offered support for PASPA’s restrictions that date back to 1991 when U.S. Sen. Bill Bradley of New Jersey initiated the federal law’s framework. Such opposition to legalized sports betting was even evident just as recent in 2012 as Roger Goodell also didn’t support legalized sports betting. He argued that they don’t believe that a move to legalize sports betting would occur and that it should not even occur.
However, the expansion of sports betting throughout the different states continued to take shape after the U.S. Supreme Court tore down PASPA in May 2018. This meant that opposing the expansion of sports betting was too strong to oppose. In terms of the amount wagered on Super Bowl, for example, it was about $400 million in February, and it’s predicted that the amount is likely to grow as more states seek to legalize sports betting.
There are high expectations that wagering on the NFL will increase with the onset of the 17th regular-season game.
Arizona’s Gov. Dough Ducey will sign sports betting into law on Thursday, and this will mean that more than half the number of states will have legalized sports betting. In other states such as New York, they are looking to develop a framework that will ensure that sports betting is available by the start of the season.
Caesars Gets Approval of Exclusive Casino Sponsorship and Content Collaboration
Besides becoming the NFL’s official sports betting partner, Caesars maintained restricted rights as the league’s official casino sponsor. The rights ensure that the betting operator can use NFL trademarks for marketing reasons in all the 50 casino properties and other on-site entertainment elements. The betting company will also have “tentpole activations” at scheduled NFL events, including the notable 2022 NFL Draft and 2022 Pro Bowl, which will take place in Las Vegas.
The co-president of Caesars Sports & Online Gaming, Eric Hession, asserted that the NFL and Caesars together will work to change the way fans experience football. He added that they will ensure that there is an improvement in the betting experience at their sportsbooks, casinos, and online. Combined with the ability to earn Caesars Rewards credits and different level statuses that unlock valuable experiences, the NFL season will be more fun and exciting than ever before.
Caesars will also work closely with the NFL league to provide not just content but also “opportunities for engagement” for mobile and retail sportsbooks nationwide. Currently, it has laid down deals with seven NFL teams. William Hill sportsbook is currently the exclusive provider across different platforms of ESPN.
FanDuel Secures Pre-game Content Integration and Highlights on NFL Network
One of the three newcomers in the NFL league, FanDuel, will gain access to in-game and post-game league highlights beginning this season that will be offered for use on fantasy and sportsbook platforms. The betting operator will also have access to footage rights and work hand in hand with the league on the NFL Network’s pre-game content for the seven games in the league’s main television networks that will air during the 2021 season.
FanDuel CEO Matt King noted that on Super Bowl Sunday, they got a chance to see how powerful the combination of their platform and the NFL’s excitement can be in offering an enhanced fan experience. He added that they are happy to make that partnership official by pairing America’s number one sports league with America’s number one sportsbook. He continued to indicate that the partnership will offer their shared customers a new level of unmatched premium content and innovation directly within their platform, leading to an enhancement in every gameday.
The pre-game part of the deal is similar to the deal that FanDuel had signed with Turner Sports early in October to play the role of the network’s exclusive NBA programming sportsbook partner.
DraftKings to Become Exclusive DFS Partner
DraftKings also benefited from the closed deal as it renewed its status as the league’s exclusive daily fantasy partner. This gives the betting operator with NFL IP and marks exclusive rights. What’s more, the operator will continue working with the league to offer daily sports apps and DraftKings’ sportsbook. DraftKings will also proceed to work with the NFL on integrations with the league’s media properties, notable the presence on the RedZone channel.
The DraftKings CEO, Jason Robins, indicated that fans would have a unique way of consuming sports in years to come. This would be the result of forward-thinking collaborations just like what NFL is doing today with sports betting. He added that they share a similar vision with NFL on issues relating to fan engagement. Robins believes that such agreements will pave the way for new innovations to enhance the product on the field and the screen.
The NFL Will Increase Income and Popularity
It’s worth noting that as far as media coverage goes, NFL has no offseason. Sports news networks spend countless hours on programming efforts that feature the annual Draft and team personnel moves. The 2021 Draft will commence in Cleavland, Ohio, on April 29.
The increased access to sports betting and television visibility has led to a boom in U.S. legal sportsbooks that offer NFL betting.