NFL puts pen to paper on landmark trio of sports betting deals

The National Football League (NFL) has designated Caesars Entertainment, DraftKings and FanDuel as its first-ever US official sports betting partners.

The trio of multi-year agreements will allow the operators to leverage NFL marks within the sports betting category for activations around retail and online sports betting, whilst engaging fans of the sport through free-to-play-games.

Furthermore, Caesars, DraftKings and FanDuel will have the right to integrate relevant sports betting content directly into NFL Media properties including NFL.com and the NFL App.

DraftKings and FanDuel will enhance the fan experience with NFL highlights, footage and Next Gen Stats content, whilst Caesars and the NFL will collaborate on integrating the league’s content into the company’s platforms and retaining its ‘official casino’ NFL status.

“As the sports betting landscape has continued to evolve in the United States, we have been thoughtful with our strategy and are excited to announce three partners who share the NFL’s vision and goals,” said the NFL’s Chief Revenue Officer and Executive Vice President of Partnerships Renie Anderson.

“Working closely with Caesars, DraftKings and FanDuel, we will provide fans new and different ways of interacting and engaging with the sport they love.”

In support of the NFL’s commitment to protect the integrity of the game, all three partners will adhere to the NFL’s core integrity policies, working with the NFL on intelligence sharing, advocacy efforts, and responsible gaming education.

“The way fans consume sports years from now will look drastically different, and it will be due in part to forward-thinking collaborations like our expanded relationship with the NFL today as an Official Sports Betting and Exclusive Daily Fantasy Sports Partner,” commented Jason Robins, CEO, Chairman and Co-Founder, DraftKings.

“We share the same vision as the NFL on fan engagement and believe this agreement will lead to new innovations that will ultimately enhance both the product on the field and on the screen.”

According to reports, the agreements have a three-year initial term which will bring in around $1 billion for the league, should the terms be completed.

With sports betting permitted in more than half of all US states, Matt King, Chief Executive Officer at FanDuel, added: “On Super Bowl Sunday we got a glimpse at how powerful the combination of the NFL’s excitement and our platform can be in delivering an enhanced fan experience. We are delighted to make that combination official by pairing America’s market share leading sportsbook with America’s favorite sports league.

“This partnership provides our shared customers with a new level of innovation and unmatched premium content directly within our platform ultimately enhancing every gameday.”

Most recently, the NFL inked an exclusive data sharing agreement with Genius Sports, estimated to be worth around $120 million, meaning that the new partners will have to pay for the league’s official data feed.