FoxBet has announced that it will become an authorised NFL sportsbook, subject to the league approving official sports betting companies within the US.
Fox Corporation, which owns FoxBet, is also going to receive digital and media NFL rights up to the end of the 2033 season.
The NFL has already started working with other sports betting operators, naming an official sportsbook partner last year.
Key betting components of the partnership expansion
Through the partnership extension between Fox and the NFL, Fox will continue to host the Fox Super 6. This is the largest free wagering game in the US.
Once the NFL approves official sportsbooks for licensed intellectual property, Fox Bet will be named an authorised NFL sportsbook.
If it wishes to, the NFL has a one-time termination option. This would be valid for the 2030 season, up to when the contract is supposed to end in 2033.
What else is included in the partnership?
Fox will have broadcasting rights to the SuperBowl in 2023, 2025, 2029, and 2033.
The broadcasting station is already the main rights holder for the National Football Conference (NFC). Under the deal, this will continue.
Fox will also create a variety of new consumer experiences.
Fox Executive Chairman and CEO Lachlan Murdoch said: “Today we extend our 27-year partnership with the NFL and solidify the foundation of our marquee sports portfolio beyond the end of the decade. In addition to maintaining our leading Sunday afternoon NFC package, we are pleased to broaden our deal to include new digital rights that provide us with the flexibility to deliver NFL on FOX to customers in an expanded and innovative way.
“This long-term agreement ensures that we will continue to deliver the best in football coverage to our viewers while also strengthening and providing optionality to our business.”
The NFL has already boosted its betting presence outside of the US
In September last year, the NFL named 888 as its official sports betting partner for the UK and Ireland.
888 ads were shown during Monday Night Football broadcasts on Sky Sports. The same was true for last season’s playoffs and the SuperBowl.
In Australia, the NFL’s sportsbook partnership presence has lasted for even longer. In 2019, Tabcorp became the official sports betting partner for said market. The multi-year agreement allows Tabcorp to create exclusive content for fans Down Under.