The National Football League remains one of the fastest-growing global sports associations. Its ongoing development is remarkable, given that its history extends back over a century, but it’s nowhere near a saturation point.
The NFL is always looking to innovate, and one of its most important drivers is the international series. Certain regular-season games occur outside the US, and the reach is growing.
The league also works closely with associated industries, one of the newest and most important of which is the sports gambling sector.
A New Landscape
When the US Supreme Court effectively legalized online sports betting in 2018, areas of the country reacted differently. The ultimate decision was passed on to individual state governments, and some, including New Jersey and West Virginia, made betting legal immediately.
Others were slower to respond positively, while some states remain closed to digital sports wagers.
A similar situation occurred within individual sports. Some were wary of the new landscape, but others, including the NFL, fully embraced the concept.
A Partnership Develops
A clutch of sportsbooks began publishing a choice of markets across the NFL season. There were futures, moneylines, NFL point spreads, totals, props, and more. Bettors in those states where online sports betting was made legal had plenty of options, while facilities opened up for offline betting, too.
The NFL was one of the most proactive sports leagues for establishing physical sports betting halls. If a football stadium exists in a region where sports gambling is allowed, it will likely be fully equipped to accept offline wagers.
Reciprocal Arrangements
While the National Football League worked hard to promote betting companies and allow sportsbook halls to operate around the stadiums, they knew they would get something in return. As they aimed to boost their profiles further, certain sports betting operators entered into commercial partnerships with the league.
Sports sponsorship is big business, and betting companies are among the busiest in this respect. There are many ways to get involved. As many other companies have done, a brand could register as a headline sponsor.
The sports gambling industry, however, has an additional partnership option that isn’t available to other sectors. The NFL and many of its franchise teams have official betting partners. The league itself has signed deals with multiple betting associates. In 2021, it was announced that the NFL had confirmed arrangements with at least four sportsbook brands.
Benefits All Around
The benefits to the parties directly involved are obvious. The NFL receives significant revenue from betting sponsors and advertisers, which goes into running and developing the business. In return for their investment, the betting brands receive considerable exposure at games and in the NFL’s digital media.
Customers of each sportsbook can also gain an advantage from any deals signed with the NFL. A range of offers and promotions is likely to be implemented for the big games across the season. These will gain pace as the campaign reaches the playoffs, and those promos will peak when the Super Bowl is played.
The Knock On Effect
Live NFL games with extensive betting lines will likely attract more TV viewers. The Super Bowl is an obvious candidate, and when the season’s final fixture comes around, sportsbooks will add more markets to back up those offers and promotions.
More betting options will also be introduced during the playoffs, but certain other games will attract more interest. The International Series is a hugely important part of the NFL’s setup, and each fixture attracts greater global attention. Viewing figures in the country where the match takes place are exceptional.
Whether by accident or intention, international games also take place in many nations where betting is widely established, and the UK is a prime example of this. Whenever a regular-season NFL game takes place at Wembley or the Tottenham Hotspur Stadium, British sportsbooks look to provide more offers and promotions, along with a more extensive selection of betting lines.
Moving forward, the situation is set to develop further. As more states legalize sports betting, the NFL and the franchise teams within those regions can move to take advantage. The International series will also develop, and we may even see an official NFL franchise established outside of the USA.
The NFL’s decision to invest heavily in sports gambling has definitely paid dividends. Thanks to lucrative sponsorship deals and other commercial arrangements with sports betting brands, the league has benefited directly from significant revenue injections.
While other sports leagues may have reacted slowly to the changes made in 2018, the NFL saw the vast potential the gambling industry could deliver. It’s now ahead of the game, and a bright future awaits.
Michaels Vincentuza – Founder & Chief Editor
Michaels Vincentuza is the driving force behind Gamble Wise Roll, a platform committed to delivering insightful and responsible coverage of the gambling industry. With a deep passion for gaming and years of experience in the field, Michaels founded the site to bridge the gap between industry professionals and everyday players, offering news, expert analysis, and ethical guidance. His expertise spans across various aspects of gambling, from traditional casino strategies to skill-based betting and the future of gaming innovations. Under his leadership, Gamble Wise Roll has become a trusted source for those seeking balanced, well-researched perspectives on the industry’s latest developments. Michaels remains dedicated to promoting responsible gambling while exploring the evolving intersection between gaming, technology, and entertainment.
