By Lou Monaco | | 4 mins
First NFL Gambling Deals Go To Caesars, FanDuel & DraftKings
In a historic agreement announced Thursday, the National Football League named its first-ever, tri-exclusive U.S. sportsbook partnerships: Caesars Entertainment, DraftKings and FanDuel have reached agreements to become Official Sports Betting Partners of the NFL.
As part of these multi-year agreements, all three (using the NFL's official league data feed) will have the exclusive ability to leverage NFL marks within the sports betting category and activate around retail and online NFL betting. They will also engage with fans through NFL-themed free-to-play games.
”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," Renie Anderson, Chief Revenue Officer and Executive Vice President of NFL Partnerships, said in a news release. “Working closely with Caesars, DraftKings and FanDuel, we will provide fans new and different ways of interacting and engaging with the sport they love.”
In addition, Caesars, DraftKings and FanDuel will have the right to integrate relevant sports betting content directly into NFL Media properties including NFL.com and the NFL app.
DraftKings and FanDuel will both enhance their fan experiences with NFL highlights, footage and Next Gen Stats content. Caesars and the NFL will collaborate on integrating NFL content into Caesars platforms as well.
In support of the NFL's commitment to protect the integrity of the game and its fans, all three partners have agreed to adhere to the NFL's core integrity policies. All three companies will collaborate with the NFL on intelligence sharing, advocacy efforts, and responsible gaming education.
Caesars Entertainment NFL Deal
Caesars Entertainment, which is expanding its current relationship with the league, will become an Official Sports Betting Partner of the NFL while continuing as the League's Official Casino Sponsor.
Caesars will retain its exclusive casino rights to use NFL trademarks in its marketing and provide unique experiences for NFL fans using its more than 50 casino properties, celebrity chefs, premier music artists, and a wide range of entertainment elements onsite. They will also create tentpole activations at key NFL events including the 2022 Pro Bowl and 2022 NFL Draft in Las Vegas.
“As the first-ever gaming partner of the National Football League, everyone at Caesars Entertainment is thrilled to expand and strengthen our relationship,” Caesars Entertainment CEO Tom Reeg said. “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 extended agreement also includes all Caesars online iGaming applications. In the sports betting space, Caesars and the NFL will partner to create content and opportunities for engagement across both legal online sports betting operations and the expansive network of Caesars retail sportsbook locations across the country.
DraftKings NFL Deal
In addition to becoming an Official Sports Betting Partner of the NFL, DraftKings renewed its exclusive relationship as the Official Daily Fantasy Partner of the NFL with exclusive rights to NFL IP and marks. DraftKings will continue to collaborate on a variety of content and product offerings that fans can engage with on the DraftKings Sportsbook and Daily Fantasy Sports apps.
”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,” DraftKings CEO, chairman and co-founder Jason Robins said. “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.”
The deal also includes integrations across NFL Media properties including a continued prominent presence within the NFL RedZone channel.
FanDuel NFL Deal
FanDuel, the NFL's newest partner, will have a series of content integrations including both in-game and post-game highlights directly available within its sportsbook and fantasy sports platforms this coming season.
”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,” FanDuel CEO Matt King said. “This partnership provides our shared customers with a new level of innovation and unmatched premium content directly within our platform ultimately enhancing every gameday.”
The company will have access to footage rights that bring the NFL's excitement to FanDuel's owned and produced content across its various platforms and will work with the League on pregame integration opportunities on the NFL Network for the seven regular-season games the network will air in 2021.
FanDuel’s flagship sportsbook within The Meadowlands Racetrack in East Rutherford, N.J. is directly across from MetLife Stadium, home to the New York Giants and New York Jets.