For years, the NFL has wanted very little to do with sports betting. But since 2018 and the fall of PASPA, that has gradually changed. Today marks a huge shift in the league’s stance as it announced tri-exclusive sports betting partners.
Tri-exclusive…that’s a new one.
But it fits. The NFL identified Ceasars Entertainment, DraftKings, and FanDuel as its tri-exclusive partners. Not a huge surprise, as these are three of the country’s biggest sports betting operators. Caesars now owns William Hill in addition to its various online and retail gambling endeavors.
The NFL is the biggest sports league in the US by a rather large margin, so it tracks that the league would partner with the big names in online sports betting.
The deal comes with the usual partnership perks. All three operators will be able to use NFL marks and logos on their platforms. They’ll also be able to offer free-to-play NFL games.
Caesars, FanDuel, and DraftKings will also “integrate sports betting content directly into NFL Media properties including NFL.com and the NFL App,” according to the announcement.
All three operators will now be able to use the NFL’s official league data feed.
The triumvirate of operators also agreed to adhere to the NFL’s core integrity policies. This includes collaboration on “intelligence sharing, advocacy efforts, and responsible gaming education.”
“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,” said Renie Anderson, Chief Revenue Officer and Executive Vice President of NFL Partnerships. “Working closely with Caesars, DraftKings, and FanDuel, we will provide fans new and different ways of interacting and engaging with the sport they love.”
The Big Three
— NFL (@NFL) April 15, 2021
Here’s what each operator had to say about striking a partnership with America’s biggest sports league.
“As the first-ever gaming partner of the National Football League, everyone at Caesars Entertainment is thrilled to expand and strengthen our relationship,” said Tom Reeg, CEO of Caesars Entertainment. “Together, we will create new ways for football fans to share in the action of their favorite sport. Football season will be more exciting than ever now that fans can enjoy an enhanced experience at our casinos, in our sportsbooks, and online—all while earning Caesars Rewards credits and tier status that they can use to unlock incredible experiences.”
“The way fans consume sports years from now will look drastically different, and it will be due in part to forward-thinking collaborations like our expanded relationship with the NFL today as an Official Sports Betting and Exclusive Daily Fantasy Sports Partner,” said Jason Robins, CEO, chairman and co-founder, DraftKings. “We share the same vision as the NFL on fan engagement and believe this agreement will lead to new innovations that will ultimately enhance both the product on the field and on the screen.”
“On Super Bowl Sunday we got a glimpse at how powerful the combination of the NFL’s excitement and our platform can be in delivering an enhanced fan experience. We are delighted to make that combination official by pairing America’s market share leading sportsbook with America’s favorite sports league,” said Matt King, Chief Executive Officer at FanDuel. “This partnership provides our shared customers with a new level of innovation and unmatched premium content directly within our platform ultimately enhancing every gameday.”