The Cincinnati Bengals and Betfred have announced a multi-year partnership which sees the sports betting company become the team’s official sports betting partner.

The NFL team aims to continue to look for ‘exciting new ways’ to enhance the fan experience as the deal with the sportsbook provides additional opportunities for engagement.

Brian Sells, Bengals Vice President and Chief Marketing Officer. “We look forward to working with Betfred to create fun, fan-focused activations that add to the excitement on gameday.”

Betfred USA is the wholly owned US subsidiary of Betfred Group, a UK-based bookmaker, and is currently operating in six states and is aiming to continue to grow its presence in the US.

“This is an exciting opportunity to partner with the Bengals as we continue to expand Betfred across the US and into Ohio with the launch of sports betting in the near future,” added Mark Stebbings, Betfred Group Chief Operating Officer. 

“The Bengals are a premier franchise with a passionate fanbase and a history of innovation that aligns with our brand. We look forward to engaging with fans across the state as we introduce them to unique betting promotions and content throughout the year.”

Earlier this year, the NFL revealed that the Super Bowl LVI averaged an audience of 112.3 million viewers, and is the most-watched show in five years.

The clash between the Bengals and Los Angeles Rams hit the 100-million viewer mark in a turnaround from viewership of last year’s big game, which the organisation stated marked a ‘strong finish to an NFL postseason rife’.

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