It’s no secret that official sports betting partnerships are a hot topic in the industry. From betting on NFL games to free-play games, the NFL has been making a concerted effort to tap into a lucrative revenue stream. NFL teams have already partnered with betting sites such as DraftKings and FanDuel, and the NFL hopes to incorporate betting content into its broadcasts in the fall.
In 2018, when sports betting became legal in the U.S., the league became a prominent advocate for legal sports betting. The league has a commitment to maintaining the integrity of its games and creating a fun and safe environment for fans. Therefore, Proposition 27 includes robust integrity provisions that protect fans. For instance, the league plans to use league data to resolve bets.
The PGA TOUR and DraftKings have also expanded their multi-year marketing and content partnership. The new deal will allow the company to become the official betting operator and Daily Fantasy Game of the tour. The deal also includes rights to use PGA TOUR trademarks in the U.S., create pre-game betting programming, and distribute highlights to users. The new partnership with DraftKings is a good fit for both parties, as the online sports betting service is the fourth most popular sport on the site.
In addition to NFL and NBA leagues, the Broncos are pursuing deals with betting lounge sponsors. In Colorado, WynnBet, for example, has signed a multi-year partnership with the Colorado Rockies to become the official sports betting partner of the team. The partnership will include signage at Coors Field and a special ceremony to throw the ceremonial first pitch before games. Additionally, PointsBet signed an agreement with the University of Colorado for five years, making it the first-ever partnership between a sports betting operator and an NCAA Division I athletic program outside of Nevada.