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US TV Networks Get Serious About Legal Sports Betting

As ongoing deregulation of sports betting continues across the USA, more television networks are partnering up with online bookmakers. Last week saw NBC creating a partnership deal with PointsBet. 

This will see NBC providing the bookmaker with media and marketing options across a range of sporting events. The partnership will last for one year, and it marks the first time that NBC has teamed up with a sports betting brand. 

As a result, PointsBet will be featured on gameday presentations for all of the NBC regional sporting networks. This means that the bookmaker will be incorporated into over 2,000 live sporting events for everything from the MLB and NBA to the NHL.

Interestingly, PointsBet will even be featured in the NBC Sports Predictor app. This will allow the bookmaker to be integrated in a much more visceral way for fans of sports such as football, golf and soccer. The sportsbook will also have its odds featured in Rotoworld which is NBC’s fantasy sports platform. There will also be the opportunity for PointsBet to have its odds featured on NBCSN and the Golf Channel.

NBC currently features sporting programs such as the Golf Channel, the Olympics, and a range of regional sports channels. As well as this, the NBC Sports Group features coverage from the NFL, NHL, NASCAR, PGA Tour and Churchill Downs horse racing in the USA. 

The television network also showcases a number of high profile international sporting events such as Premier League soccer in England, the Tour de France and the French Open tennis tournament.

Competition among television networks

NBC isn’t the first US broadcaster to form a partnership with a sports betting brand. May 2019 saw ESPN teaming up with Caesars Entertainment. This saw ESPN hosting its own Daily Wager show from Caesar’s Linq Hotel and Casino in Las Vegas. The deal also meant that Caesars became ESPN’s official odds provider and the gambling giant’s branding now features extensively across ESPN programming. 

The Fox television network has also formed a deal with The Stars Group. This will see the Canadian gaming developer helping to boost the FoxBet online betting service. As such, it looks like TV networks are looking to work with pre-existing gambling companies, rather than directly entering the industry. With sports betting now legal in 18 US states, it’s a trend that we can expect to continue over the coming months.

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