The National Football League (NFL) has named Caesars, DraftKings and FanDuel as its first US sports betting partners. According to US media reports the agreements all have a three-year initial term, with two one-year options for the NFL. The deal will earn the league about US$1 billion if the terms are completed.
As part of the agreement the trio will be able to exclusively use the NFL logo and team insignia on their platforms, and also engage with fans through NFL-themed free-to-play games.
While the three companies will share a number of common rights, each will be allotted unique asset access.
FanDuel gets pregame integration on NFL Network’s seven regular-season games on the schedule this year, and will also get footage rights to include in their own content, including in-game and post-game highlights.
DraftKings meanwhile will continue to have a presence in the NFL RedZone channel, while retaining its existing rights in daily fantasy to NFL marks and content.
Caesars will retain its 'official casino' designation allowing it to leverage NFL trademarks at its properties and will create major activations at the 2022 Pro Bowl and the 2022 draft, both set for Las Vegas.
It comes after the NFL signed a data distribution deal with Genius Sports, worth a reported US$120 million a year plus more than US$400 million in equity, which means that three of these new partners have agreed to pay for the league’s official data feed. It is expected that other betting providers that sign on at the lower operator tier will as well.
One of those is expected to be Fox Bet, which Fox revealed in its NFL media rights extension with the NFL last month would 'receive authorised sportsbook operator status if, and when, the NFL approves official sportsbook operators'.
NFL chief revenue officer and executive vice president of partnerships Renie Anderson said: "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. Working closely with Caesars, DraftKings and FanDuel, we will provide fans new and different ways of interacting and engaging with the sport they love."
Anderson added that the league will also propose changes to its guidelines that would permit gambling ads during NFL broadcasts this season.
Source: GMB / Sports Media
