The US Supreme Court overruled a federal ban on sports betting as recently as 2018. Since then, each state has had jurisdiction over its own sports betting laws, meaning that many states have now legalised sports betting. This enables the USA to catch up with other western nations with a thriving sports betting scene that generates revenue for the government and jobs for residents.
The National Football League (NFL) and the New York Giants have embraced the changes in sports betting laws. Learn more about the penetration of sports gambling into the NFL right here.
NFL official sportsbook operators
The NFL recently announced four new sportsbook betting providers as partners to the league, making a total of seven official NFL sports betting providers. These are:
2. Caesars Entertainment
4. FOX Bet
7. Bet MGM
Most of these sportsbooks are provided by a single company, but Bet MGM is the product of MGM Resorts and Entain, which owns Canadian online gaming site, PartyCasino – one of the most prominent investors in the USA gaming market right now. Entain complements MGM because they are already established in online gambling with the technologies to make it work. This could give them an advantage over competing sportsbooks across the USA.
The reasons that the NFL has made seven official partners is to prevent there being an influx of scores of sports bookmakers and to help some team owners generate revenue. Advertisement spaces will be reserved for these operators alone as part of the deal. This serves to crowd out the chance of other sportsbook operators from accessing as much of the sports betting market as otherwise possible. The NFL has flexed its muscle and taken charge of the new gambling laws in their own way.
Famous faces at the forefront
One of the sports bookmaker providers, Wynn Resorts, is reported to be spending over $100 million on marketing their new sportsbook app. The marketing campaign will include some famous faces, including avid gambler Ben Affleck and NFL star Shaquille O’Neal. Affleck is a controversial choice considering his known affinity to gambling and personal problems arising from it. He was recently seen back in a Vegas casino this year after a stint in rehab.
DraftKings is also spending big on marketing their official NFL presence. Research cited by Bloomberg suggests along with FanDuel they spent over $300 million on TV ads. These events follow a trend of typical casino and bricks-and-mortar entertainment companies now penetrating the online gaming space off the back of the Supreme Court’s decision. The race for new players is fierce. Caesars went as far as to offer a $5,000 free bet for new sign-ups to their casino and sportsbook app.