NFL already has existing deals with Fox Bet, FanDuel, DraftKings, and Caesars in place for the coming season and the new deals take domestic league gambling partnerships up to seven.
The new companies will join Fox Bet in the second tier of the NFL’s betting partnerships model, gaining designation as authorized gambling operators.
The gambling divisions of DraftKings, FanDuel, and Caesars Casinos all sit on top of that structure having signed contracts with the NFL in April that could ultimately pay the league about US$1 billion.
According to Sportico, the deals will focus on data and advertising. The new partners have committed to purchasing official league data from Genius Sports, the NFL’s official partner for that category, and have the right to advertise on TV around NFL games.
NFL’s Chief Strategy Officer, Mr Chris Halpin, in a statement said, “We were focused on how we can include sports betting ads in a thoughtful way with sports betting going national now, with over half the population having access to sports betting, how do we include it in a way to serve those fans and those partners while also not overwhelming the game broadcasts.”
For the new partners, the league deals will solidify their NFL presence, with all currently holding local partnerships with individual franchises.
BetMGM already has relationships with Baltimore Ravens, Pittsburgh Steelers, Las Vegas Raiders, and New York Jets. WynnBet is a partner of the Detroit Lions while the Houston Texans have announced a partnership with the Caesars.