There’s no way of getting around the fact that the world of sport, and football in particular, is now intrinsically linked with the casino. And it’s not just a new development. With sportsbooks in North America regularly housed in casino venues, many placing a bet on a football game would have had to take a walk across the casino floor.
However, in recent years, with the introduction of online casinos, the two have become even closer. Separating the two industries is increasingly difficult as they are significant parts of culture and entertainment. And it isn’t just about the sportsbooks, either – the two have combined in a number of different ways.
So, how have football and the casino come together to create their own ecosystem in what was once an unlikely partnership? And what does this mean for the world of sport in a wider context?
Football-Themed Games and Sporting Titles Aplenty
The existence of sports-themed games isn’t anything new, especially when it comes to football. The Madden series of games began all the way back in 1989 with the first title, John Madden Football. That game was available on the Apple II, and subsequent titles would be released on the SEGA Genesis and the SNES.
Away from the console and big triple-A game franchises like Madden, though. Football has started to see representation in the slot games you find at casinos. In fact, the NFL has released its very own branded slot to sit on casino floors across North America. That the league is willing to license its own slot game speaks volumes about the relationship between the two.
It’s not just American football, either. A number of different sports have influenced the slot games at online casinos. For example, on the Karamba online casino CA site, you can find soccer games like Football Star, and even darts slots like World Darts Championship. The fact that sport-themed slots are now big business is indicative of a huge crossover in audience.
Casino and Sportsbook Sponsorship in Football: A Growing Trend
The relationship between football, casinos, and sportsbooks doesn’t end with games, though. There’s an increasing amount of money flowing into the sport from the gambling industry. In the US and Canada, the league operators are actively seeking out deals with huge brands in an effort to drum up investment and ensure a healthy profit.
The NFL has been looking to partner with sportsbooks and casinos since the 2018 ruling that opened the US up to legal online gambling. Because of that, a number of iGaming operators who are major sponsors of the league, to the tune of millions of dollars, sit at the top table alongside legacy brands in the shape of Bud Light and others.
In the CFL, it’s not much different either. The Grey Cup now has its very own sports betting partner, and the league has also announced a new partnership with a British Columbia lottery. It’s evident that neither league would be able to invest so much into player programs and fan experiences if it weren’t for the sponsorship of the iGaming industry.
Where Does Football Compare With Other Sports?
It has to be said that this isn’t something that is restricted to American and Canadian football. In Europe, for example, soccer has what is probably an even bigger relationship with online casino operators and sportsbooks. In the latest edition of the English Premier League 2024/25, more than half (11/20) of the teams in the league have their jerseys sponsored by gambling companies.
Elsewhere, in the second division of English football, the figure sits at 20%. That doesn’t mean that football in North America doesn’t have a strong partnership with the industry, though. The evidence suggests that it’s a mutually beneficial relationship that has allowed both to grow. For the casino, that’s been through branded games, fantasy football, and football pools. For the league, it’s through investment.
This is likely a connection that will continue to grow as interest in football globally continues to soar and the NFL takes fixtures abroad to new territories. If it does grow, don’t be surprised to see a market not unlike English soccer here in North America.
