While any casino involved in such an arrangement will still be prohibited from directly advertising its associated sportsbook in its partnership with an NFL team, the league’s business ventures committee has relaxed the main rule that had previously banned any bookmaker-related sponsorship.
The rule change will allow teams to receive advertising from any casinos and fantasy sites, giving them permission to broadcast the adverts during preview and post-match programmes, as well as during preseason games.
As part of the two-way agreement, both teams and casinos will have the opportunity to use each other’s brand logos in any advertising. However, NFL franchises will not be permitted to take revenue shares for any business driven to casinos and gambling or betting sites. Under the terms of the new rules, stadia are now also able to accept casinos as naming rights partners.
The move comes three months after the United States’ Supreme Court voted in favour of legalising sports betting in the country.
The National Basketball Association (NBA) became the first US major sports league to take advantage of the federal law change, agreeing a US$25 million multi-year partnership with hospitality and entertainment giant MGM Resorts International.
The deal with the sports betting operator has seen MGM Resorts become the official gaming partner of the NBA and the Women’s National Basketball Association (WNBA).
Source: GMB / Sportspromedia.com
