This weekend sees the welcome return of football, and the NFL is already seeking to benefit from the ongoing deregulation of sports betting. The NFL recently inked partnership deals with 888sport and BetCris. This would make 888sport the NFL’s official betting partner for the UK and Ireland, while BetCris would be the NFL’s first betting partner for Latin America.
Both of these partnerships were announced within the past week. The deals represent a startling turnaround for the NFL which was previously extremely vocal about how it thought that betting would threaten the integrity of the sport. The partnership deals follow on from an agreement between the NFL and Tabcorp that saw TAB becoming the official wagering partner of the NFL in Australia from September 2019 onwards.
The deal between the NFL and BetCris was the first to be announced. This will see BetCris getting the rights to use the NFL’s logo on its sportsbook and promotional material. BetCris will also benefit from exposure on the NFL’s website and its fantasy app. Other benefits include BetCris becoming a presenting partner on the NFL Pick’ Em game and the bookmaker will be able to access the NFL data feed.
888sport will become the main sponsor for the NFL games that will be played in London in 2021. The bookmaker will also have its adverts shown on British television for the Monday Night Football matches, the play-off rounds, and the Super Bowl.
888sport will promote the partnership through a new video series called The Punt that features topical debate about current NFL news stories. It’s a bold move from 888sport who had previously sponsored the New York Jets, while BetCris recently secured a partnership deal with the MLB.
While both of these partnership deals are significant, they are just the sideshow to the ongoing race to become the NFL’s official betting partner in the US. There are still no indications as to which sports betting brand would be willing to pay the prohibitive cost of gaining this partnership deal.
BetCris has already made its intentions clear that it wants to enter the US sports betting market, but the brand has a fairly checkered history with the online gambling regulators in the country. While the recent BetCris deal will help the brand’s cause, it’s clear that only the largest online betting operators would be able to afford becoming the NFL’s official betting partner in the US.
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