This fall, the NFL is set to launch official betting deals with several sportsbooks. As part of this deal, the NFL will provide the sportsbooks with access to official league data, and they can use the information to promote their relationships with the league and tie their brands to statistics. If the five-year deal works out, the NFL will make nearly $1 billion in revenue, with an option to opt out after three years. It will be interesting to see how the new partnerships will play out in the NFL, and how the league will be able to make money from them.
While many NFL owners are wary of gambling, some leagues are stepping up their efforts to engage with their fans. ESPN has begun an official betting program in the NFL, and Fox has partnered with a Las Vegas sportsbook called Fox Bet. While it may not seem like much, these efforts are an indication of how the NFL has been studying fan attitudes and preferences with regard to gambling. This is a big step forward for the league. Ultimately, though, this may not be the end of sports gambling content, but it is an important first step.
While betting on the NASCAR series became legal in the U.S. in 2018, BetMGM is eyeing aggressive expansion. It has a racino in Northfield and a growing collection of betting options. Meanwhile, Caesars has a deal with the Cleveland Cavaliers, and is planning to open a sports betting lounge in the Rocket Mortgage FieldHouse. As the NFL enters a multi-billion dollar expansion phase, the Cleveland sports betting scene is poised for even more expansion.