NFL Signs Caesars, FanDuel, DraftKings As First Sportsbook Alliances

By Barry Janoff

April 15, 2021: The NFL today signed multi-year deals with Caesars, FanDuel and DraftKings, naming them the first “official sports betting partners” for the league, beginning with the 2021 season.

Financial terms were not released.

The deals were put at five-years and estimated to generate upward of $1 billion over the course of the pacts, according to industry analysts.

The sports book deals come on the heels of the NFL signing media rights pacts valued at more than $113 billion with Amazon, CBS, ESPN/ABC and Fox.

Earlier this month, 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 replaces Sportradar, will also oversee the NFL’s official sports betting data feed to media companies and sports betting operators globally, including the U.S. (where legal).

As part of these new multi-year agreements, Caesars, FanDuel and DraftKings will have the "exclusive ability to leverage NFL marks within the sports betting category and activate around retail and online sports betting. They will also engage with fans through NFL-themed free-to-play games."

In addition, Caesars, DraftKings and FanDuel will have the right to integrate relevant sports betting content directly into NFL Media properties including NFL.com and the NFL App.

The NFL said DraftKings and FanDuel would enhance their fan experiences with NFL highlights, footage and Next Gen Stats content.

Caesars and the NFL will also collaborate on integrating NFL content into Caesars platforms.

Caesars, DraftKings and FanDuel will all use the NFL's official league data feed.

In addition to becoming an “official sports betting partner of the NFL,” DraftKings has renewed its exclusive relationship as the league’s “official daily fantasy partner.”

“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 partner and the exclusive daily fantasy sports partner,” Jason Robins, CEO, chairman and co-founder, DraftKings, said via the company.

“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.”

"We’re thrilled to renew our relationship with DraftKings as the NFL’s exclusive daily fantasy sports partner and expand it by adding them as an official sports betting partner," Renie Anderson, chief revenue officer and evp-NFL partnerships, said via the league.

“For several years DraftKings has helped find new and different ways to engage NFL fans and we expect that to increase with the evolution of legalized sports betting."

DraftKings said it would continue to collaborate with the league on a variety of content and product offerings that fans can engage with on the DraftKings Sportsbook and Daily Fantasy Sports apps.

The deal also includes integrations across NFL Media properties including a continued prominent presence within the NFL RedZone channel.

Caesars Entertainment said it would become an “official sports betting partner of the NFL” while continuing as the league's “official casino sponsor.”

In that role, Caesars retains its exclusive casino rights to use NFL trademarks in its marketing and provide unique experiences for NFL fans using its more than 50 casino properties, celebrity chefs, premier music artists, and a wide range of entertainment elements onsite.

Caesars said it would create tentpole activations at key NFL events including, the 2022 Pro Bowl and 2022 NFL Draft in Las Vegas. The extended agreement also encompasses Caesars online iGaming applications.

In the sports betting space, Caesars will partner with the league to create content and opportunities for engagement across both its legal online sports betting operations and its expansive network of retail sportsbook locations across the country.

FanDuel, the NFL's newest partner, will have a series of content integrations including both in-game and post-game highlights directly available within its sportsbook and fantasy sports platforms this coming season.

The company will have access to footage rights that bring the NFL's excitement to FanDuel's owned and produced content across its various platforms and will work with the league on pre-game integration opportunities on the NFL Network for the seven regular season games the network will air in 2021.

"As the first-ever gaming partner of the National Football League, everyone at Caesars Entertainment is thrilled to expand and strengthen our relationship," Tom Reeg, CEO of Caesars Entertainment., said via the company. "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."

"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,” Matt King, CEO at FanDuel, said via the company.

“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 game day."

In support of the NFL's commitment to protect the integrity of the game and its fans, all three partners have agreed to adhere to the NFL's core integrity policies, and will collaborate with the NFL on  intelligence sharing, advocacy efforts, and responsible gaming education.

NFL Places Betting Data With Genius Sports

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