Sports betting operators in the United States played a life-sustaining role in the NFL achieving record book sponsorship revenue in 2021.
Data compiled past IEG, a planetary consultancy in partnership strategies and effectivity evaluation, released its 2021 NFL sponsorship findings this week. The study elaborated a historic year for the pro football game league.
IEG says the NFL received $1.8 billion inwards sponsorship money, a 12 percent parachuting from 2020. The gaming industry — specifically sports betting — greatly contributed.
The reexamine summarized that tech companies accounted for the lion’s share of the NFL sponsorship pass lowest year. Verizon and Microsoft, for instance, hold deals in localize with the conference severally worth $300 1000000 and $100 gazillion per year.
But after the tech giants, casinos and interactive iGaming firms accounted for the second-most NFL sponsorship dollars. 2021 was the firstly year the gaming industry was permitted to partner with the league.
Sponsorship revenue is not advertising revenue. Instead, the $1.8 one thousand million represents the come amount that businesses such as DraftKings and FanDuel spent to buy the rights to partner with the NFL. CNBC reports that the NFL has a minimum yearbook partnership rank of $10 1000000 per year.
Sports Betting’s Big Four
Caesars Sportsbook, DraftKings, and FanDuel are the ternary magnanimous advertisers and sponsors of the NFL. In division of their prescribed sports betting partner designations, the triad last-place year committed to directing $1 one thousand million to the NFL o'er a three-year period.
That equates to roughly $333.3 gazillion a year, or $111.1 jillion per sportsbook. In exchange, the triplet sports betting giants tin can use the NFL logotype and any squad insignia on their platforms and marketing materials.
A 4th gaming entity — Genius Sports — is responsible for(p) for some $120 gazillion a twelvemonth inwards NFL sponsorship revenue. Genius Sports and the NFL struck a trade inwards April of 2021 that provides the sports betting tech loyal scoop dispersion rights to the league’s real-time official play-by-play statistical stream.
Gaming Finally Welcomed
The NFL kept its length — a big I at that — from sports betting for decades until the Supreme Margaret Court repealed the federal forbidding on such gaming everywhere but Nevada inwards 2018. Since the watershed ruling, the NFL has continued to easiness its opposite to betting on its games.
Seeing an chance to growth stake and television ratings, as comfortably as the undeniable enthusiasm surrounding the nation’s ever-expanding sports betting market, the NFL endure Aug announced it would appropriate modified sportsbook advertisements during subject broadcasts.
The NFL determination allowed its troika functionary sports betting partners — Caesars Sportsbook, DraftKings, and FanDuel — to purchase TV commercials. BetMGM, PointsBet, Fox Bet, and WynnBet were later welcomed past the league.
Along with television media buys, the NFL signed away on teams and stadiums striking sponsorship deals with gaming and sports betting companies.
“Opening unexampled functionary partnership categories has provided the NFL an chance to make for incremental sponsorship revenue to the sport,” said IEG Global Managing Director St. Peter the Apostle Laatz.