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The National Football League (NFL) is set to allow its teams to strike partnerships with sportsbook operators from the 2020 season as it continues to soften its approach to gambling.
Following a study and approval by the NFL’s Sports Betting Committee, franchises with stadiums in states where sports betting is legal will also be allowed to have betting lounges, showcasing mobile betting options. However, the NFL has stopped short of permitting betting windows or kiosks seen at European sports venues. Team branded gambling areas will also be allowed, away from NFL venues.
Regulations affecting the activation of these partnerships have also been relaxed, allowing teams to sell venue signage and online advertisement to gambling firms going forward. Stadium or training facility naming rights, team-controlled broadcast advertising and shoulder programming are also forbidden.
Sportsbook advertisements involving NFL players or coaches will not be allowed, along with lower-bowl signage in order to prevent TV visibility.
The NFL’s executive vice president and chief strategy and growth officer, Chris Halpin, said: “Our marks and brands have real value for that business, and the sportsbook operators are very savvy about how to use them, especially digitally.
“We’re going to test and see what the learnings are from the teams. There are four key objectives for the NFL when it comes to legal sports betting: integrity, brand, fan engagement, and commercial opportunity.
“The right balance is allowing clubs to create meaningful partnerships, while not taking unneeded brand risks or alienating some fans.”
Despite the change in legislation back in 2018 that allows states to dictate their own gambling laws, the NFL remains the only major North American sports league not to have a sports betting partner. Caesars Entertainment became the league’s inaugural official casino partner in January 2019 and last September Tabcorp signed on as its first official wagering partner in Australia, with DraftKings servicing as the league’s first official daily fantasy partner.
After the NFL decided to allow its team to have casino partners in August 2018 a number of franchises took advantage of the new category, including the Philadelpia Eagles, Baltimore Ravens, Seattle Seahawks, Dallas Cowboys and Las Vegas Raiders.
The NFL will allow its teams to strike partnerships with sportsbook operators from the 2020 season.
The National Football League (NFL) is set to allow its teams to strike partnerships with sportsbook operators from the 2020 season as it continues to soften its approach to gambling.
Following a study and approval by the NFL’s Sports Betting Committee, franchises with stadiums in states where sports betting is legal will also be allowed to have betting lounges, showcasing mobile betting options. However, the NFL has stopped short of permitting betting windows or kiosks seen at European sports venues. Team branded gambling areas will also be allowed, away from NFL venues.
Regulations affecting the activation of these partnerships have also been relaxed, allowing teams to sell venue signage and online advertisement to gambling firms going forward. Stadium or training facility naming rights, team-controlled broadcast advertising and shoulder programming are also forbidden.
Sportsbook advertisements involving NFL players or coaches will not be allowed, along with lower-bowl signage in order to prevent TV visibility.
The NFL’s executive vice president and chief strategy and growth officer, Chris Halpin, said: “Our marks and brands have real value for that business, and the sportsbook operators are very savvy about how to use them, especially digitally.
“We’re going to test and see what the learnings are from the teams. There are four key objectives for the NFL when it comes to legal sports betting: integrity, brand, fan engagement, and commercial opportunity.
“The right balance is allowing clubs to create meaningful partnerships, while not taking unneeded brand risks or alienating some fans.”
Despite the change in legislation back in 2018 that allows states to dictate their own gambling laws, the NFL remains the only major North American sports league not to have a sports betting partner. Caesars Entertainment became the league’s inaugural official casino partner in January 2019 and last September Tabcorp signed on as its first official wagering partner in Australia, with DraftKings servicing as the league’s first official daily fantasy partner.
After the NFL decided to allow its team to have casino partners in August 2018 a number of franchises took advantage of the new category, including the Philadelpia Eagles, Baltimore Ravens, Seattle Seahawks, Dallas Cowboys and Las Vegas Raiders.
