The iGaming industry has become a significant player in the global economy. It allowed bigger brands to have greater outreach and it also allowed smaller operators to create a cost-efficient business model.
It’s also evident that some operators are willing to go above and beyond when it comes to the accessibility of their content. In the past, you needed a bank account and a card if you wished to play online. Now there are other payment methods that are accepted. There are pay by phone bill casino Canada sites that allow players to make small deposits through their phone companies. In fact, ever since open Banking became a thing, many non-bank businesses started to offer banking services and indirectly made casinos more accessible.
Bigger companies invest a lot more in their brand identity and awareness. They sponsor other forms of entertainment like the NFL. Here we will examine the impact of these sponsorships, why they are relevant, and how viewers feel about them.
Gambling Sponsorship in Sports
It’s a common practice nowadays for gambling businesses to sponsor leagues, teams or even individual athletes. These partnerships are mutually beneficial, and the benefits will be explained in detail later on. For online gambling sites, it’s important to project safety and trust so that bettors and gamers can use them more confidently. They do this by allowing secure payment methods for deposits and withdrawals like eChecks. Users can easily find a guide for echeck casinos and create accounts on sites that allow them to use this banking option. Another way to project trust is to appear at big events like Superbowl. So, it’s in their interest to partner up with NFL.
Sponsorship Revenue
The NFL is the biggest sport in the US, and as such it’s very attractive for big companies. Moreover, the format of the competition is very ad-friendly. As we all know, there are frequent pauses and breaks through the matches which is ideal space to run ads. Back in 2018, the sponsorship revenue from gambling companies was around 2.3 billion USD. Then in 2022 the revenue from tech gambling and alcohol was nearly 2 billion USD. In 2021, NFL made a partnership deal with some of the biggest US brands in the iGaming space:
- DraftKings
- FanDuel
- Ceasers
They also had secondary deals with other big operators
- BetMGM
- WynnBet
- FoxBet
These partnership agreements tend to last between 3 to 7 years, but they are likely to be extended especially with operators who host daily fantasy sports.
Benefits for NFL
Much like other big sports, over the years NFL became more than just a competition. It’s a live show where the audience wants to be entertained or blown away. This is why there are big concerts at the opening of the Super Bowl that draws worldwide attention. Even people who aren’t interested in the NFL tune in to watch the opening ceremony. In other words, sponsorship funding helps in organizing this type of entertainment.
Direct partnership with gambling sites usually enhances the spectator experience. There are likely to be unique promotions available for the guests that allow them to play casino games or place bets at a lower price. Many viewers actually love to gamble, so having the ability to play slots or other casino games during the break is great for them.
Finally, there are random rewards and moments of excitement for the viewers. NFL organizers can put together a lottery that incentivizes fans to stick around for the whole game. This usually has to do with ticket numbers, and a few lucky winners are drawn.
Benefits for Casinos and Gambling Companies
In addition to brand awareness benefits, iGaming sponsors stand to gain a lot from partnership agreements with NFL. As stated this is a highly relevant demographic for them. Many views like to gamble, and sponsor operators get to harness this desire and divert traffic to their sites. In the past, there were even instances where the stadium’s Wi-Fi only allowed visitors to access sponsors’ websites if they wanted to gamble. In other words, user engagement on sponsor’s gambling sites goes through the roof during big competitions.
It’s also worth pointing out that sponsors get the right to use NFL’s logo and name as an official partner on their site. This is incredibly important for the fans of the sport. They know that by playing on those sites they are indirectly supporting the sport they like. Additionally, the daily fantasy sports stats and games look more official.
Bookmaking is an important component of sports betting. Bookmakers use different data sets and statistics when they generate odds for the matches. As official partners of the NFL, gambling businesses might even have access to data other bookmakers don’t This helps them create more appealing and accurate offers for their bettors. Once again, anyone who places bets prefers to use official league data, rather than rely on third-party analysts.
Controversies Surrounding Sponsorships
It should be noted that not all NFL fans are thrilled about these sponsorships. Gambling is a popular hobby, but it’s also considered dangerous by some. Those who live with someone with a gambling problem don’t view the hobby through the same eyes. As a result, NFL fans aim to limit exposure of gambling brands to minors who are watching the games. So they are calling for tiger regulations when it comes to gambling ads.
Another issue is integrity concerns. Many feel that these companies are prone to match-fixing because they have skin in the game whenever people bet. As a result, the league needs to tighten its regulation in order to prevent potential match-fixing.
It’s worth pointing out that these sponsors support and even fund helplines and programs that help with gambling issues. Responsible gambling advice is available on all websites, and players have information on how to engage with this hobby in a healthy way. There is even a self-exclusion program that they can use.
Conclusion
Judging from sponsorship revenue it’s clear that casinos and sportsbooks have a significant impact on the NFL. The two businesses have strong synergy and the growing popularity of one, positively impacts the other. The competition is very dear to the people in the US, and this is the most played sport in the DFS category. It’s very clear why these partnership deals are so lucrative for both sides and how they contribute to the growth of both.
