The list of partnerships between sports betting brands and US professional sports teams gets longer every week. It’s probably not a stretch to predict that every team in the NFL, NBA, NHL, and MLB will operate with one or more sports betting partnerships at some point.
The dawning of the 2020 football season yielded several new agreements, as sports betting brands look to get an advertising foothold in as many NFL markets as possible.
The following list takes a look at current partnerships between legal sports betting brands and professional sports teams from the four biggest leagues in the US:
NFL
New York Giants (DraftKings)
A September 2020 agreement puts DraftKings in place as the official sports betting, iGaming, and daily fantasy operator of the four-time Super Bowl Champion New York Giants.
The deal allows DraftKings to use official Giants logos and marks, and also opens a virtual SportsLounge for Giants fans whenever the team plays. It also puts DraftKings advertising at MetLife Stadium, home of the Giants.
New York Jets (BetMGM)
The New York Jets also call MetLife Stadium home, but the AFC New York football franchise chose a different sports betting partner versus their NFC counterpart Giants. BetMGM parent company MGM Resorts entered into a deal with the Jets in September 2018.
The partnership gives BetMGM access to in-stadium and digital advertising space integrated with the Jets’ digital assets. When MetLife Stadium gets the green light to invite fans back to the Jets home, those loyalists will find a newly-constructed BetMGM Studio at the venue.
Philadelphia Eagles (DraftKings, FOX Bet)
A multi-year partnership with the Philadelphia Eagles makes DraftKings the official sports betting and daily fantasy sports partner of the NFL franchise. Pennsylvania hosts the nation’s second-largest legal online sports betting market.
The deal gives DraftKings naming rights to a VIP club located at the north end zone of Lincoln Financial Field, to be named The DraftKings Field Club. DraftKings also gets exclusive branding integration with the Eagles’ social media and other digital channels.
While DraftKings plays the role of “official” sports betting partner of the Eagles, the Philadelphia football franchise also has a deal in place with FOX Bet.
The deal brings a 4,000-square-foot FOX Bet lounge and interactive studio to Lincoln Financial Field, home of the Eagles.
Indianapolis Colts (PointsBet)
The Indianapolis Colts made PointsBet the franchise’s official sports betting partner with a one-year deal signed in September 2020. PointsBet operates as one of eight legal online sportsbooks in Indiana, making its partnerships with the Colts and Indiana Pacers a natural fit.
The agreement mostly focuses on PointsBet access to the Colts IP, logos, and marks, and also makes PointsBet an official sponsor of several of the Colts’ digital products.
Chicago Bears (PointsBet)
The PointsBet/Chicago Bears arrangement is similar to the Colts’ partnership with the sports betting brand. The deal brings in PointsBet as an official sports betting partner of the Bears, with PointsBet recently going live with online sports betting in Illinois.
PointsBet is playing up the new partnership with a special on the Bears for the team’s Week 5 matchup against the Tampa Bay Buccaneers. The “On the House Booster” promotion offers the Bears at a +86 point spread, in honor of Chicago’s last winning Super Bowl team, the 1986 Bears.
Tennessee Titans (BetMGM)
Just ahead of the Nov. 1 launch of legal sports betting in Tennessee, BetMGM and the Tennessee Titans announced a deal that makes BetMGM an official sports betting partner of the Nashville-based football franchise.
The partnership puts BetMGM advertising on the Titans’ digital media, as well as giving the sports betting brand a presence at Nissan Stadium, home of the Titans. That presence will include visibility during in-game moments like field goals, and video board replays.
Denver Broncos (FanDuel, BetMGM, Betfred USA)
The three-time Super Champion Denver Broncos brought in a trio of sports betting partners for 2020. Legal sports betting went live in Colorado on May 1, 2020, and the Broncos wasted no time is setting up collaborations with three different sports betting brands.
The Broncos agreement with FanDuel marked the first such partnership between an NFL team and a sports betting brand. FanDuel signed on as an official sports betting and daily fantasy partner of the franchise.
Per the terms of the multi-year deal, FanDuel gets access to advertising space and signage at Empower Field at Mile High, as well as the Broncos radio, television, and digital platforms.
FanDuel will share some of that advertising space with Betfred USA and BetMGM, each of which scored separate deals with the Broncos.
The Betfred USA partnership incudes a sports betting lounge on the Empower Field premises, as well as access to stadium advertising space and additional marketing opportunities.
The Broncos-BetMGM deal is very similar to the Betfred arrangement, including the installation of a BetMGM lounge at the stadium.
Las Vegas Raiders (BetMGM)
The move to Las Vegas for the Raiders seemed like a great catalyst for the legendary football franchise to bring on a legal sports betting partner.
The Raiders chose BetMGM as that partner, announcing the deal in January 2020. The agreement makes MGM Resorts a founding partner of the Raiders home, Allegiant Stadium.
The deal also gives BetMGM naming rights to one of the stadium’s VIP entrances and puts BetMGM advertising around the venue.
Detroit Lions (BetMGM)
The MGM Grand Detroit stands as Michigan’s largest casino, so the Detroit Lions present another natural fit for a sports betting partnership with BetMGM. Detroit’s NFL franchise signed BetMGM as an official sports betting partner in September 2020.
The agreement further expands an already existing multi-year sponsorship deal between MGM Resorts and the Lions. The arrangement cross-brands BetMGM with the Lions’s digital, radio, and television channels, as well as gives BetMGM visibility at Ford Field.
NBA
Indiana Pacers (PointsBet, DraftKings)
PointsBet functions as an “official” sports betting partner of the Indiana Pacers. The partnership, announced in August 2020, gives the PointsBet brand unprecedented advertising space on the Pacers’ home court.
The agreement gives PointsBet the “apron” on the Bankers Life Fieldhouse floor. That space, in the out-of-bounds area between the baseline and the bench, has never been occupied by a sports betting brand.
The Indiana Pacers brought on DraftKings as the team’s official daily fantasy sports partner in a February 2020 deal.
The arrangement also makes DraftKings one of the sports betting partners of the Indianapolis-based franchise. PointsBet functions as an “official” sports betting partner of the team, however, and the DraftKings/Pacers partnership is more focused on cross-branding with the DraftKings DFS platform.
Philadelphia 76ers (FOX Bet, DraftKings)
FOX Bet has a deal in place with the 76ers as the team’s “official” sports betting partner. FOX Bet became the first sports betting brand to strike a deal with an NBA franchise, as the two sides entered into an agreement in November 2019.
The deal gives FOX Bet advertising access to all of the 76ers’ traditional, digital, and social media assets. FOX Bet also produces near-live 76ers game replays on Twitter and became the presenting partner for 76ers radio broadcasts as part of the deal.
Similar to the DraftKings/Pacers deal, the 76ers utilize DraftKings as the franchise’s “official DFS” partner, and also as a sportsbook and online casino partner. The partnership allows DraftKings to cross-brand with the 76ers for its state-regulated sportsbook and online casino products.
MLB
Colorado Rockies (DraftKings)
DraftKings reached an agreement in September 2020 to become the Colorado Rockies’ official sports betting and daily fantasy sports partner. The deal gives DraftKings branding rights at Coors Field, the Denver home of the Rockies.
The partnership will also feature Rockies’ players appearing on The Sweat, an original digital program produced by DraftKings.
Chicago Cubs (DraftKings)
The partnership between DraftKings and the Chicago Cubs will eventually bring a DraftKings Sportsbook to Wrigley Field. The sportsbook will offer retail sports betting, as well as mobile access in the surrounding Wrigleyville area.
The deal makes DraftKings the official sports betting and daily fantasy partner of the Cubs.
Detroit Tigers (PointsBet)
The Detroit Tigers and PointsBet agreed to a multi-year deal in July 2020, the first such arrangement between an MLB team and a sports betting brand.
The agreement makes PointsBet an authorized gaming partner of the Tigers. Per the terms of the deal, PointsBet gets broadcast-visible advertising at Comerica Park, as well as ads on the Detroit Tigers Radio Network and the Tiger’s digital products.
PointsBet advertising will also be integrated into the District Detroit and MLB Ballpark apps. PointsBet will eventually operate in Michigan pending the launch of MI online sports betting.
NHL
Vegas Golden Knights (William Hill)
Perhaps it comes as no surprise that a Las Vegas-based hockey franchise would be the first NHL team to score a sports betting partnership. The Vegas Golden Knights did just that, securing a multi-year deal with William Hill US in September 2018.
The deal puts integrates William Hill branding throughout T-Mobile Arena and the Golden Knights’ digital channels. William Hill odds on NHL games are displayed regularly on the Knight Tron inside the VGK home arena.
Pittsburgh Penguins (BetRivers)
The Pittsburgh Penguins brought in one of the most recognizable names in the Pennsylvania casino industry for its new partnerships. BetRivers will function as the Penguins’ official sportsbook partner, while Rivers Casino is now the official casino partner for five-time Stanley Cup champion franchise.
The deal will yield digital and physical advertising for BetRivers and Rivers Casino, along with the construction of a BetRivers Lounge at PPG Paints Arena.
Colorado Avalanche (PointsBet)
The Colorado Avalanche announced an agreement in August 2020 that establishes PointsBet as the franchise’s “official and exclusive” partner.
The partnership covers retail and online sports betting, as well as daily fantasy sports and online casino gaming. PointsBet is expected to launch in Colorado soon, and its branding will be featured throughout the Avalanche’s digital channels and home arena, the Pepsi Center in Denver.
New Jersey Devils (FanDuel, William Hill)
FanDuel signed on as the chosen sports betting partner of the New Jersey Devils in November, 2018. FanDuel gets on-ice advertising space, as well as in-game integration at the Devils home in the Prudential Center.
The deal also allows FanDuel cross-branding access to the Devils’ digital assets. At the same time the Devils/FanDuel agreement was reached, the NHL also announced FanDuel as it’s official daily fantasy sports partner, as well as an official sports betting partner.
The Devils also have a deal in place with William Hill US, which facilitated the installation of a William Hill Sports Lounge at New Jersey’s home arena.
Philadelphia Flyers (BetRivers)
Not to be outdone by the crosstown rival Pittsburgh Penguins, the Philadelphia Flyers also brought in BetRivers as a sportsbook partner. BetRivers (under the PlaySugarHouse name at the time) was announced as the official sports betting partner of the Flyers in September 2019.
Per the terms of the deal, a pair of BetRivers-branded sports lounges went up inside the Wells Fargo Center, home of the Flyers. The agreement also gives BetRivers marketing access to the Flyers’ digital, radio, billboard, and in-arena assets.
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