Official betting partnerships allow major leagues and sportsbooks to form partnerships that benefit both parties. These mutually beneficial relationships are often formed when companies have a common vision and align with each other on a number of different levels.
Major sports leagues and sportsbooks are now actively seeking official betting partners. MLB has already signed one deal and is close to striking another. However, NFL is the last American league to sign a sportsbook partnership.
Major leagues and sportsbooks have been wooed by the legalization of sports betting, and operators have welcomed the opportunity to grow. But how do brands in the leagues do this without alienating casual fans? In this piece, Cole Rush discusses some strategies brands can use to ramp up fan engagement without losing out on the lucrative market.
NFL has been studying legalized sports betting markets. It found that the majority of illegal sports betting takes place on smartphones. And in states where sports betting is legal, sportsbooks are allowed to sponsor team sponsors. As a result, the NFL has been cautious about gambling content. This has included adding spreads to the bottom of the screen. Also, the NFL has allowed sportsbook-sponsored betting lounges and kiosks inside stadiums.
With sports betting expected to reach $270 million this year, the NFL is looking to partner with sportsbooks to promote its league. It also provides gambling-related training to its players. While it’s unclear how the partnership will work, the NFL has been speaking to governing bodies and gaming operators.
