The National Football League was patiently waiting to see how would sports betting in the US develop before making its move. Last week, the NFL entered the segment after inking three new partnership deals.
DraftKings, FanDuel, and Caesars Entertainment have now become the official sports betting partners for the NFL.
All three sportsbook operators have put to paper lucrative multi-year deals, which will give them the exclusive right to use NFL logos and media at their online and retail sportsbooks in those states where wagering on sports is legal. The leading sports betting companies will also be able to offer NFL-themed free-to-play games to their customers.
But that’s not all, as DraftKings, FanDuel, and Caesars will gain access to the league’s official data feed. They’ll also be allowed to integrate sports betting content into the NFL’s official website and its mobile app.
The new official betting partners have agreed to help the NFL preserve the integrity of American football and its army of fans. They will implement the league’s integrity policies and worth together on promoting responsible gaming.
No financial details of the latest deal were disclosed. However, according to available sources, the five-year agreements are worth around $1 billion.
Caesars has already been collaborating with the NFL. The two sides inked a deal two years ago, with the casino giant becoming the league’s official casino partner. A couple of months later, DraftKings became the NFL’s official daily fantasy sports partner.
Sharing the Same Vision and Goals
Speaking about the league’s foray into the sports betting market, Renie Anderson, the NFL’s Chief Revenue Officer and Executive Vice President said they were delighted to partner with three operators that shared the NFL’s goals and vision. He added the league was patiently waiting to see how the US sports betting market evolved and pointed out this was the right time to make such a significant move.
For a long time, the NFL was strongly opposed to the legalization of sports betting in the US. Back in 2012, the NFL, together with other major sports leagues, filed a lawsuit against the state of New Jersey to stop athletic gambling. In the case, the NFL argued this would harm amateur and professional sports beyond repair. The league also pointed out the move could foster suspicion that final scores had been influenced by other factors besides honest competition.
After a lengthy legal dispute, the case even reached the US Supreme Court. In May 2018, the court ruled in favor of the Garden State, paving the way for sports betting legalization across the country.
Asked about the league’s change of heart, Anderson said it was prompted by the evolution of the market. He told Financial Times the fans, and their behavior had also evolved over the years.
The legalization of sports betting continues, with Arizona becoming the 27th state to have done so. At the same time, New York became the most populous state to approve mobile betting.