The NFL regular season is scheduled to begin on September 9 when the Buccaneers host the Cowboys. Football season yields massive sports betting numbers because of the popularity of the sport in the United States.
With under two weeks until kickoff, the NFL just announced its latest sports betting partnership as legal wagering continues to grow in the country. PointsBet Sportsbook, which was created in Australia and headquartered in Denver, has been chosen by the NFL as an approved operator for the 2021 campaign.
The league and PointsBet announced the news on Friday. This is the next step towards excelling in the American market for PointsBet, which partnered with NBC Sports last year.
Details of the partnership between the NFL and PointsBet
PointsBet will grow through this deal because of the exposure the sportsbook will receive. There will be a multitude of sponsorship opportunities for PointsBet, and the other approved operators by the NFL. This will include brand visibility and integration into game broadcast, NFL Network programming, and through the NFL’s social platforms.
PointsBet will be able to utilize official NFL data to improve its football betting markets. This is a standard deal between operators and professional sports leagues. Nevertheless, it’s still a large step for PointsBet to growing in the United States.
PointsBet USA CEO Johnny Aitken was quoted in the press release announcing the deal on Friday.
Aitken said, “The PointsBet team is excited to become an approved sportsbook operator of the NFL leading into the 2021/22 season, as the relationship will be a cornerstone for PointsBet to provide the fastest and most comprehensive in-play betting experience in the world. Through our fixed odds and unique PointsBetting platform, we seek to offer the most NFL pregame betting options. This relationship now complements that pregame offering with a heightened in-play experience as we continue to expand our national footprint on a more seamless and reliable app across every customer touchpoint.”
The NFL deal was preceded by PointsBet signing Drew Brees as an ambassador for the sportsbook. Brees, who will serve as an NFL analyst for NBC this season, will represent the sportsbook and create original content for PointsBet. His familiarity with PointsBet will help the sportsbook grow through television broadcasts for the NFL.
What does PointsBet receive from the deal?
PointsBet will receive official NFL data for the sportsbook, but the contract is favorable for the betting company. PointsBet’s involvement with NBCUniversal, which also has a deal with the NFL, helped the sportsbook secure numerous benefits.
The NFL will pay $393 million over the next five years to NBCUniversal, the parent company of NBC Sports. This will be used for customer acquisition and referrals, as well as buying a stake in PointsBet.
The NBCUniversal deal allows PointsBet to excel in the United States betting market. PointsBet is the exclusive betting provider for odds and props for NBC Sports Network and the Gold Channel.
Additionally, the sportsbook is promoted on Peacock, NBC’s streaming service, and on NBC Sports podcasts. The combination of signing Brees and being an approved operator by the NFL will give PointsBet a competitive edge heading into the season.