From flashy jersey sponsorships to backroom agreements, online casino brands are leaving their stamp on the gridiron. Here is a look at how the gambling industry is joining forces with America’s game.
If you’ve been watching football lately and noticed some unfamiliar logos on your favorite team’s jersey or stadium banners, you’re not imagining things. Online casino operators, once seen as a fringe part of the sports world, are now suiting up and stepping onto the field, not as players, but as powerful sponsors.
This new partnership between American football and online gaming brands is revolutionizing the way that football fans engage with the sport, bringing new revenues into team coffers and opening up the possibility for a whole new generation of sports and casino game enthusiasts.
A new player enters the game
Not so recently, the idea of gambling companies having a presence on American sports would have caused more than a few eyebrows to be raised. For decades, stringent legislation and even stricter sports culture kept the world of gambling at arm’s length. But that is all beginning to change, big time.
Since the Supreme Court put an end to the federal ban on sports betting in 2018, several dozens of states have legalized sports betting of some sort, and online casino operators have moved with lightning speed to claim their stake in the market. And what’s a better way to do it than by associating with one of America’s most popular sports?
American football, in the form of the NFL and college leagues, is a huge ratings grabber. With tens of millions watching every week, it’s prime real estate for those advertisers looking to increase exposure and drive new business.
Big names, big moves
One such platform, Betway, known for offering a wide range of sports betting and online casino gaming opportunities, is gaining serious attention. Bets may be put on live sporting contests, such as football games from various leagues and casino games, live casino, esports and virtual sports are just a few of the things that may be found. It is such diversity and technology-savvy appeal that attracts such platforms all the more to young football enthusiasts in search of entertainment beyond the game.
Some other online platforms aren’t merely getting their toe in the football door, they’re going whole hog. DraftKings and FanDuel are already well-known because of fantasy sports, but moving into full-service sportsbooks has come with a forceful football sponsorship push. And then there are platforms like BetMGM, Caesars Sportsbook and PointsBet, each with high-profile arrangements with NFL franchises.
And it doesn’t stop with the big leagues. Operators are starting to look at college football too, but carefully, since NCAA partnerships come with a different set of rules. Still, we’re seeing some of these platforms sponsor college bowl games, halftime shows and broadcast segments, all designed to keep their brand top of mind for football fans.
More than just logos: The sponsorship explosion
Some of the biggest names in the online casino world have inked multi-million dollar deals with NFL teams, college bowl games and even individual players. These aren’t just small-time logo placements either, we’re talking naming rights to entire stadium sections, co-branded merchandise, in-game promotions and more.
For example, several teams now have “casino gaming partners”, a title that typically encompasses on-stadium lounges, online activations on team websites and apps and vip fan events. Fans can visit an arena for a football game, but they’re also visiting a marketing destination for online casinos.
It’s a win-win: Teams get much-needed revenue and casinos get direct access to one of the most passionate fan bases in sports.
Football players under the spotlight
Leagues and teams are not only getting sponsored. Players, especially those with big social media followings, are also getting endorsement deals with online casinos. Whether it is promoting existing odds on Instagram, broadcasting casino games live or making appearances at sponsored events, players are becoming promoters for these sites.
That can be a double-edged sword. The concern of some fans and critics is how closely connected gambling is to sports culture, particularly when young or impressionable listeners are included. The NFL does have regulations concerning players engaging with gambling sponsors, but that has not dissuaded an increasing number of off-field partnerships.
Despite this, the entire attitude does seem to be shifting. What was taboo has become simply another part of the entertainment business. And for players who want to make money off their fame beyond the stadium, these contracts can be a nice-sized check.
A fine line to walk
Naturally, not everyone is thrilled about the onset of gambling in American football. There are always going to be concerns over addiction, integrity and the message that is being passed on to supporters, particularly those who are young. Club owners and league executives have to walk a fine tightrope between embracing the cash and allaying the threats.
To their credit, many teams and sponsors have added responsible gambling messaging, offering fans tools and resources for safe gambling. But critics maintain that more must be done to monitor the impact of these deals, especially as betting becomes increasingly normalized in sports.
The future of the game
There’s no denying it, online casino operators are now firmly part of the football world. Whether you’re placing a live bet during the third quarter, watching a player promote a casino brand on TikTok or walking through a branded lounge at your favorite stadium, the influence is everywhere.
For better or for worse, football and betting are joined at the hip now. Provided players abide by the rules and fans stay safe, it’s a relationship that’s going to keep growing.
The next time you snuggle up for Sunday Night Football and catch sight of a new sponsor on the field, just keep in mind: The casino’s not in Vegas anymore, it’s in the end zone.
