NFL signs Caesars, DraftKings and FanDuel as first US sportsbook partners

North America’s National Football League (NFL) has announced that Caesars Entertainment, DraftKings and FanDuel will become its first official sports betting partners in the US.

Each of the multi-year agreements will allow the gambling operators to leverage official NFL marks within the sports betting category and activate around retail and online sports wagering.

Caesars, DraftKings and FanDuel will also engage with fans through NFL-themed free-to-play games, as well as have the right to integrate relevant sports betting content directly into NFL Media properties including NFL.com and the NFL App.

DraftKings and FanDuel will add NFL highlights, footage and Next Gen Stats content to their platforms, while Caesars and the NFL will collaborate on integrating NFL content into Caesars platforms.

The three operators will also use the NFL’s official data feed, as well as work closely with the NFL on its integrity policies, including intelligence sharing, advocacy efforts and responsible gambling education.

“As the sports betting landscape has continued to evolve in the United States, we have been thoughtful with our strategy and are excited to announce three partners who share the NFL’s vision and goals,” NFL chief revenue officer and executive vice president Renie Anderson said.

“Working closely with Caesars, DraftKings and FanDuel, we will provide fans new and different ways of interacting and engaging with the sport they love.”

The agreement with Caesars expands an existing partnership between the two parties. Caesars signed up as the first official casino partner of the NFL in January 2019 and will retain this designation under the new agreement.

This will see Caesars retain its exclusive casino rights to use NFL trademarks in its marketing and provide experiences for NFL fans using its casino properties, celebrity chefs, premier music artists, and a range of entertainment elements.

In terms of sports betting, Caesars will partner with the NFL to create content and opportunities for engagement across both its legal online sports betting operations and its expansive network of retail sportsbook locations across the country.

“As the first-ever gaming partner of the National Football League, everyone at Caesars Entertainment is thrilled to expand and strengthen our relationship,” Caesars Entertainment chief executive Tom Reeg said. “Together, we will create new ways for football fans to share in the action of their favourite sport.”

Meanwhile, aside from becoming an official sports betting partner of the NFL, DraftKings will renew its exclusive relationship as the official daily fantasy partner of the League, with exclusive rights to NFL IP and marks.

DraftKings will continue to collaborate with the NFL on content and product offerings, allowing fans to engage with on the DraftKings Sportsbook and Daily Fantasy Sports apps, while the deal also covers integrations across NFL Media properties.

“The way fans consume sports years from now will look drastically different, and it will be due in part to forward-thinking collaborations like our expanded relationship with the NFL today as an official sports betting and exclusive daily fantasy sports partner,” DraftKings chief executive, chairman and co-founder Jason Robins said.

FanDuel becomes the NFL’s newest partner and will have a series of content integrations including in-game and post-game highlights directly available within its sportsbook and fantasy sports platforms.

The operator will also have access to footage rights and will work with the NGL on pre-game integration opportunities on the NFL Network for the seven regular season games the network is due to broadcast in 2021.

“This partnership provides our shared customers with a new level of innovation and unmatched premium content directly within our platform ultimately enhancing every gameday,” FanDuel chief executive Matt King said.