More sports betting companies are aligning themselves with the most popular professional sports league in North America.
BetMGM, PointsBet, FoxBet and WynnBet have forged partnerships with the National Football League (NFL) as “second tier” sports betting partners.
The agreements follow the “tri-exclusive” five-year sports betting partnership signed by the league with DraftKings, FanDuel, and Caesars last April. That deal was announced a couple of weeks after the NFL entered into an exclusive data tie-up with Genius Sports.
Focus on Data and Advertising
This new set of sports betting deals focus mainly on data and advertising. The three sports betting companies will commit to purchase official league data from NFL’s partner Genius Sports and will be getting the right to advertise on TV during NFL games.
It wasn’t revealed however if the three new partners would be allowed to use the official NFL logo in their products.
It’s not clear right now whether the league will continue to accept sports betting partners in the future. League officials refused to comment when they were asked regarding this matter. What is certain is that the league will include sports betting commercials are coming to the NFL this season.
Six Sportsbook Commercials Per Game
Following the the addition of the four new sports betting partners, the NFL announced the number of spots betting advertisements that will be permitted to air during every game broadcast this season.
According to Bill King of Sports Business Journal, the NFL has agreed to allow up to six sportsbook commercials per game. Specifically, one advertisement can be televised by the networks per quarter. The other two will be permitted during the pregame show and at halftime.
The advertisement spots will be sold by the league’s broadcast partners NBC, Fox, CBS, and ESPN to the three “exclusive” sports betting partners revealed four months ago and the four new “second tier” sportsbook-partners announced this week.
NFL Finally Embracing Sports Betting
The NFL was opposed to legal sports betting for a long time. It even went to court and fought for six years the attempt of the state of New Jersey to bring legal sports betting outside Nevada.
But since the U.S. Supreme Court repealed the Professional and Amateur Sports Protection Act of 1992 three years ago, the sports betting industry has grown exponentially in the United States. With other top pro sports leagues and their teams already reaping the financial rewards of legal sports betting, the NFL has come on in recent years.
Several NFL teams have already entered into sports betting deals with gambling companies, the most recent of which was the Arizona Cardinals who partnered with BetMGM. As for the league, its April deal with its “tri-exclusive” sports betting partners is worth $1B over the next five years if they run their course.