Official betting deals are becoming increasingly common in American sports. The NFL, for example, has partnered with three sportsbooks to provide official data about each game. These partnerships allow the NFL to promote its brand relationship with the sportsbooks and incorporate gambling content into the games and broadcasts. NFL officials expect to generate $270 million in official sports betting revenues this year. In addition, other sportsbooks can also sign official betting data deals with NFL teams.
NFL broadcasters can sell six sportsbook commercials per game to league-approved sportsbook operators and exclusive sportsbook partners. Increasingly, NFL broadcasters are adding betting lines and spreads to the bottom of their screens, and some have even begun offering free play games for fans. One Fox contest even gives fans a chance to win money from studio analyst Terry Bradshaw. Other NFL networks, including ESPN, have also gotten into the gambling business.
While the NFL had long opposed legalized sports betting, it has worked with a sports analytics firm to license video and official data to sportsbooks worldwide. As a result, the NFL has already struck its first international sportsbook sponsorships in Germany, Australia, the United Kingdom, and Latin America. This means that betting on sports has become a viable option in many states.
The NFL is now letting sportsbooks become team sponsors in some states, but it has prohibited sportsbook-sponsored betting lounges, kiosks, and true betting windows in stadiums. Earlier this year, the Arizona Cardinals announced a partnership with BetMGM, but the sportsbook is not part of the stadium. Until recently, gambling companies were prohibited from sponsoring NBA jerseys, but this ban has been lifted.