NFL Rolls A Seven With Sportsbooks, Adds Four More Partners To Sports Betting Roster
Monday, August 30, 2021 at 03:39PM By Barry Janoff
August 30, 2021: The NFL, which not long ago sought to distance itself from sports betting, said it has reached agreements with Fox Bet, BetMGM, PointsBet and WynnBET to become “approved sportsbook operators” for the 2021 NFL season.
These agreements make all four operators eligible to purchase NFL in-game commercial units and other select NFL media inventory.
Financial details were not shared.
This past April, the NFL unveiled its first U.S. sportsbook partnerships, which included Caesars Entertainment, DraftKings and FanDuel.
Those deals were put at five years and estimated to generate upward of $1 billion over the course of the pacts, according to industry analysts.
Also in April, the NFL signed a multi-year deal naming Genius Sports Group digital sports content, technology and integrity services, as the league’s exclusive distributor of real-time official play-by-play statistics, proprietary Next Gen Stats.
Genius Sports Group, which replaced Sportradar, also oversees the NFL’s official sports betting data feed to media companies and sports betting operators globally, including the U.S. (where legal).
According to the league, “No sportsbooks outside of these seven operators will be permitted to purchase this select NFL advertising and media inventory.”
"We are pleased to announce this select group as Approved Sportsbook Operators," Nana-Yaw Asamoah, NFL vp-business development,” said via the league.
“Along with our three Official Sports Betting Partners, this group of operators will help the league to engage fans in responsible and innovative ways this season as the sports betting landscape continues to evolve."
The WynnBet deal coincides with a new multi-media campaign starring Shaquille O’Neal and Ben Affleck, which also launched today.
As part of their deals, Caesars Entertainment, DraftKings and FanDuel can leverage their approved sportsbook operator status to secure premium NFL advertising inventory during games and around ancillary programming.
They also 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,
The NFL said that in support of its commitment to “protect the integrity of the game and its fans, all operators have agreed to adhere to the NFL's core integrity policies, collaborate with the NFL on information sharing and advocacy efforts and support the NFL's responsible gambling efforts.”
All operators will also license official league data from Genius Sports, the NFL’s official data provider.
Fox Bet — currently available in Colorado, Michigan, New Jersey and Pennsylvania — said it is the only sports wagering operator in the U.S. fully integrated with a leading media company, also offering the Fox Bet Sportsbook app and Fox Bet Super 6.
"This group of operators will help the league to engage fans in responsible and innovative ways this season as the sports betting landscape continues to evolve."
BetMGM, which also has deals with MLB, the NBA, WNBA, NHL and MLS, has exclusive access to all of MGM's U.S. land-based and online sports betting, major tournament poker and online gaming businesses.
BetMGM is currently available in Colorado, Indiana, Iowa, Michigan, Nevada, New Jersey, Pennsylvania, Tennessee, Virginia, Washington DC and West Virginia.
PointsBet, founded in Australia, is currently operational in Colorado, Illinois, Indiana, Iowa, Michigan, New Jersey and West Virginia.
Wynn Interactive, the online gaming division of Wynn Resorts, also has deals with Nascar and teams in the NBA, NHL and MLB. It is available in Colorado, Indiana, Michigan, New Jersey, Tennessee and Virginia; with the online sportsbook set to launch in Arizona on Sept. 9.
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