Sports Betting Firms Help NFL Achieve Record $1.8B in Sponsorship Revenue

Sports betting operators inwards the United States played a vital role inwards the NFL achieving tape sponsorship revenue inwards 2021.

Data compiled past IEG, a world(a) consultancy inward partnership strategies and effectiveness evaluation, released its 2021 NFL sponsorship findings this week. The cover detailed a historic twelvemonth for the pro football league.

IEG says the NFL received $1.8 one thousand million inward sponsorship money, a 12 percent jump off from 2020. The gaming manufacture — specifically sports betting — greatly contributed.

The limited review summarized that tech companies accounted for the lion’s share of the NFL sponsorship spend endure year. Verizon and Microsoft, for instance, have got deals inwards put with the league respectively worth $300 million and $100 meg per year.

But after the tech giants, casinos and interactive iGaming firms accounted for the second-most NFL sponsorship dollars. 2021 was the foremost twelvemonth the gaming industry was permitted to partner with the league.

Sponsorship revenue is not publicizing revenue. Instead, the $1.8 one million million represents the sum amount that businesses such as DraftKings and FanDuel spent to purchase the rights to partner with the NFL. CNBC reports that the NFL has a minimum annual partnership value of $10 meg per year.

Sports Betting’s Big Four

Caesars Sportsbook, DraftKings, and FanDuel are the tercet freehanded advertisers and sponsors of the NFL. In component part of their prescribed sports betting partner designations, the trinity shoemaker's last year committed to directional $1 billion to the NFL over a three-year period.

That equates to roughly $333.3 jillion a year, or $111.1 jillion per sportsbook. In exchange, the triad sports betting giants canful utilisation the NFL logotype and any team up insignia on their platforms and marketing materials.

A quaternary gaming entity — Genius Sports — is responsible for(p) for or so $120 zillion a yr inward NFL sponsorship revenue. Genius Sports and the NFL struck a business deal inward Apr of 2021 that provides the sports betting tech firm scoop dispersion rights to the league’s real-time prescribed play-by-play statistical stream.

Gaming Finally Welcomed

The NFL kept its aloofness — a large one at that — from sports betting for decades, until the Supreme Court repealed the federal ban on such play everywhere but Nevada in 2018. Since the watershed ruling, the NFL has continued to comfort its oppositeness to betting on its games.

Seeing an opportunity to increment involvement and television ratings, as good as the undeniable enthusiasm surrounding the nation’s ever-expanding sports betting market, the NFL last-place Aug announced it would reserve special sportsbook advertisements during national broadcasts.

The NFL conclusion allowed its III official sports betting partners — Caesars Sportsbook, DraftKings, and FanDuel — to buy TV commercials. BetMGM, PointsBet, Charles James Fox Bet, and WynnBet were later welcomed by the league.

Along with television system media buys, the NFL signed cancelled on teams and stadiums striking sponsorship deals with gaming and sports betting companies.

Opening new prescribed partnership categories has provided the NFL an opportunity to bring incremental sponsorship revenue to the sport,” said IEG Global Managing Director Simon Peter Laatz.