Fox Bet has further enhanced its position in the US sports sponsorship sector via an agreement with the National Football League (NFL).
The agreement will see Fox Bet extend its rights to operate its free-to-play game Fox Bet Super Six, in addition to acquiring authorised status as an official sports betting partner of the NFL.
“This long-term agreement ensures that we will continue to deliver the best in football coverage to our viewers while also strengthening and providing optionality to our business,” remarked Lachlan Murdoch, Executive Chairman and CEO of Fox.
The recent agreement with Fox Bet – which is also a betting partner of Major League Baseball (MLB) – is an extension of the NFL’s general partnership with the operator’s parent company Fox Corporation, which has seen the entertainment conglomerate retain both its media and digital rights until the end of the 2033 season.
Additionally, it was also confirmed this week that the NFL has secured over $110 billion worth of sports media rights agreements with its broadcasting partners CBS and NBC, the aforementioned Fox as well as the Disney-owned ESPN network.
The league initially entered into negotiations with all four broadcasters in February, increasing its fees by 100%, with only Disney providing resistance to the price rise.
ESPN would later retain its rights to Monday Night Football (MNF) fixtures, whilst Comcast-owned NBC retained its Sunday Night Football (SNF) package, which will be streamed via its Peacock OTT service.
