The National Football League (NFL) has unveiled sports betting deals with Caesars, DraftKings and FanDuel, making them the first betting partners of the league.
According to reports, all three have a three-year initial term agreed, with two one-year options for the NFL, which would see the league close to US$1 billion if all terms are completed.
The agreement will see the trio have exclusive use of the NFL logo and insignia on their platforms and will be able to engage with fans through NFL-themed free-to-play games.
All three companies will share a number of common rights, however, each will be given unique asset access.
Caesars will remain with its 'official casino' designation, allowing it to use NFL trademarks at its properties and will create activations at the 2022 Pro Bowl and the 2022 draft, both set to be hosted in Las Vegas.
DraftKings will continue to have a presence in the NFL RedZone channel, as well as retaining its existing rights in daily fantasy to NFL marks and content.
Meanwhile, FanDuel will get pregame integration on NFL Network’s seven regular-season games on the schedule this year, and will also get rights to footage to include in their own content, including in-game and post-game highlights.
The news comes after the NFL agreed a data distribution deal with Genius Sports, reportedly worth US$120 million a year, plus more than US$400 million in equity. Three of the new partners have agreed to pay for the league's official data feed, with other betting providers expected to sign on at a lower operator tier as well. One of those is expected to be Fox Bet.
"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," started Renie Anderson, chief revenue officer and executive vice president of partnerships at the NFL.
"Working closely with Caesars, DraftKings and FanDuel, we will provide fans new and different ways of interacting and engaging with the sport they love."
Author: Jake Wilkin