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

Sports betting operators inward the United States played a life-sustaining role in the NFL achieving track record sponsorship revenue inwards 2021.

Data compiled past IEG, a world(a) consultancy inwards partnership strategies and effectiveness evaluation, released its 2021 NFL sponsorship findings this week. The account elaborate a historical yr for the pro football game league.

IEG says the NFL received $1.8 1000000000000 in sponsorship money, a 12 percent spring from 2020. The gaming manufacture — specifically sports betting — greatly contributed.

The brush up summarized that tech companies accounted for the lion’s divvy up of the NFL sponsorship pass shoemaker's last year. Verizon and Microsoft, for instance, have got deals in localize with the conference severally worth $300 1000000 and $100 1000000 per year.

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

Sponsorship revenue is not advertising revenue. Instead, the $1.8 1000000000 represents the total 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 lower limit yearbook partnership value of $10 meg per year.

Sports Betting’s Big Four

Caesars Sportsbook, DraftKings, and FanDuel are the ternary magnanimous advertisers and sponsors of the NFL. In piece of their functionary sports betting partner designations, the trinity cobbler's last twelvemonth committed to directing $1 one thousand million to the NFL o'er a three-year period.

That equates to roughly $333.3 billion a year, or $111.1 zillion per sportsbook. In exchange, the trinity sports betting giants tin employment the NFL logo and any team insignia on their platforms and marketing materials.

A 4th gaming entity — Genius Sports — is responsible for(p) for about $120 1000000 a year inward NFL sponsorship revenue. Genius Sports and the NFL struck a trade in April of 2021 that provides the sports betting tech solid exclusive statistical distribution rights to the league’s real-time functionary play-by-play statistical stream.

Gaming Finally Welcomed

The NFL kept its space — a big unity at that — from sports betting for decades until the Supreme Court repealed the federal forbidding on such gambling everyplace but Battle Born State in 2018. Since the landmark ruling, the NFL has continued to simpleness its opposite to betting on its games.

Seeing an opportunity to growth interest group and video ratings, as fountainhead as the undeniable enthusiasm surrounding the nation’s ever-expanding sports betting market, the NFL utmost August announced it would allow limited sportsbook advertisements during subject broadcasts.

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

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

“Opening new prescribed partnership categories has provided the NFL an chance to get incremental sponsorship revenue to the sport,” said IEG Global Managing Director St. Peter the Apostle Laatz.

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