The NFL and its various sports teams have forged partnerships with betting operators and betting lounges as the league moves to legalize sports betting. Although the law has passed in most states, the NFL is still researching legalized markets and developing content for its official betting partners.
In April, the NFL announced its official sports-betting partners. These include DraftKings, FanDuel, Par-A-Dice Casino, PointsBet, and XFL.
The NFL also struck its first sportsbook sponsorships internationally, including in the United Kingdom, Germany, and Latin America. Currently, the league sells six sportsbook commercials per game, to approved sportsbook operators. However, they will add sports betting lines and spreads to the bottom of the screen, allowing fans to bet on in-game wagers.
NFL research found that the majority of illegal sports betting is taking place on mobile devices. As the business model for cord-cutting continues to disrupt, the NFL is shifting to offer alternative broadcasts that may not impact the main telecast.
Another key aspect of the NFL’s strategy is putting onus on operators to prevent insider betting. By providing gambling-related training to players, the NFL is helping players avoid becoming involved in nefarious practices.
Another major development is the expansion of the league’s multi-year content relationship with DraftKings. Once a UFC official betting partner, the company will have rights to use the UFC marks on its odds boards and other in-game promotions. This agreement is expected to net the two companies about $350 million.