With a little help from their partners, sports leagues and betting operators are taking the first steps towards a more lucrative industry. In a world where competition is fierce and fans are hungry for entertainment, partnerships between operators and leagues offer a chance to align on common goals.
The NFL is now one of the first American sports leagues to announce official betting partners. The deal will give both partners access to exclusive data from the league, as well as marketing opportunities.
NFL has signed multi-year agreements with three sportsbooks. DraftKings, Caesars Entertainment, and BetMGM. These brands will be the exclusive partner of the NFL for the next four years.
The PGA Tour has also signed an exclusive contract with DraftKings, which will designate them as the “Official Betting Operator of the PGA TOUR”. It is the first time the Tour has designated an official betting partner.
Unlike in-stadium betting kiosks, the NFL allows betting to be infused into the game experience. This includes adding spreads to the bottom of the screen. Additionally, the league has teamed up with sportsbook operator Caesars to offer branded gambling lounges in stadiums.
For many sports fans, in-play betting is their favorite form of wagering. It does not require the player versus player format and typically involves microtransactions, such as a bet on the next basketball point.
Last year, ESPN Plus launched a gambling theme. That was the start of an aggressive push by media companies. Fox has taken a similar approach, creating a sportsbook called Fox Bet.