Earlier this year, the National Football League announced its official betting partners. Sportsbooks like BetMGM, Fanatics, and BetParx, among others, will now offer gambling content to fans. It was expected that these operators would launch in the state of Maryland in the coming weeks.
The NFL had already been working with gambling entities, speaking to gaming operators, sports entities, and governing bodies. As they consulted, they learned that fans were interested in betting. They also wanted to know what legislation would be needed. Ideally, they would create clear markets with substantive licensing requirements, protect consumers, and establish a strong system of oversight.
The NFL also found that fans preferred to use a sportsbook app. It was also clear that networks and teams were wary of alienating casual fans. Having an official betting solution was a necessity. They built a product that would allow sportsbooks to take bets on every lap of every race.
In April, the NFL announced its official sportsbook partnerships. It will now sell six sportsbook commercials per game to approved sportsbook operators. These commercials will be placed at the bottom of the screen.
Sportsbooks are like financial-services brokers. They seek liquidity for their “vig” (sportsbook’s cut) on each bet. The NFL has already begun to license video internationally to sportsbooks. In addition, NFL media partners are now diving headfirst into betting content. They are adding free-play games, spreads, and betting lines to the bottom of the screen.