FanDuel has inked the first-ever sponsorship deal with an NFL team.
FanDuel has announced a first of its kind sponsorship deal with the NFL’s Denver Broncos.
The deal, which was announced on Monday (15 June), marks the first-ever sponsorship deal between a sports betting operator and an NFL team.
What’s covered in the deal?
The multi-year deal will see FanDuel become an official sports betting partner and an official daily fantasy partner of the Denver Broncos.
The deal will allow FanDuel to use official Broncos marks and logos across FanDuel’s online sports betting platforms and daily fantasy sports product in the state of Colorado.
FanDuel will also have access to marketing opportunities which range from in-stadium to radio, television and digital advertising, allowing the operator to promote its sports betting product directly to consumers.
As part of the deal, FanDuel and the Broncos will also offer “once-in-a-lifetime experiences” and special offers for FanDuel’s customers.
FanDuel Group CMO Mike Raffensperger said: “Colorado is home to a passionate sports fan base and independent spirit, and, together with the Broncos, we’re going to take the fan experience in Colorado to the next level.
“With the NFL season just around the corner, partnering with an innovative organization like the Denver Broncos allows us to offer engaging fan experiences both inside and outside the stadium and access to unique betting promotions and content.”
Denver Broncos Chief Commercial Officer Mac Freeman said: “FanDuel has built a strong reputation as a premier gaming destination for sports fans.
“The ways they smartly reach people through engaging and entertaining content is in line with the Broncos’ innovative thinking when connecting with our fans. With FanDuel’s successful launch into Colorado earlier in May, we believe Broncos fans will enjoy FanDuel’s trusted mobile sports betting and daily fantasy platforms.”
The NFL and sports betting
Prior to the repeal of the Professional and Amateur Sports Protection Act (PASPA) in 2018, NFL teams were prohibited from working with gambling operators.
However, since then the league has begun to warm up to the idea of working with casino and sports betting operators.
In May, the NFL updated its rules allowing its teams to partner with sports betting companies. Prior to this teams could partner with casino companies and fantasy sports providers. DraftKings, for instance, is the NFL’s official daily fantasy partner but does not have a deal for sports betting.
It is still not clear if the league will allow sports betting operators to display live odds in stadiums.