The NFL has announced a deal with DraftKings and Caesars Entertainment to become official sports betting partners this season. The deals grant these companies exclusive access to NFL content and paves the way for NFL Network broadcasts to feature betting content. DraftKings and Caesars have been working closely with the NFL to develop new betting products.
In the US, sports betting was legalized in 2018, making the opportunity to bet on games more accessible for fans. In response, the NFL decided to allow sportsbooks to sponsor teams in states that permit betting. However, the league prohibited true betting windows and kiosks in stadiums. The NFL did make an exception for the Arizona Cardinals, but the sportsbook will not be part of the stadium. NFL teams can advertise their betting solutions on their websites and in the media, but they cannot sell tickets, or accept bets.
A handful of networks have entered into exclusive betting partnerships with professional sports leagues. NFL teams can sell six commercials per game to league partners and approved sportsbooks. Similarly, Fox launched its own sportsbook, Fox Bet, marking the biggest push among media partners. In addition, ESPN built a Las Vegas set and has partnered with Caesars to provide content for its sportsbook. The NFL has walked a cautious path when it comes to gambling content, relying on research that showed that fans preferred sportsbook apps over in-stadium betting kiosks.
The NFL has also taken steps to prevent corruption and ensure fair gambling. It provides training to players and employs world-class monitoring. However, there are many other factors that affect betting on sports.