The National Football League announced multi-year partnership renewals and expansions with DraftKings, FanDuel, and Fanatics Sportsbook, establishing the league’s official sports betting partners through commercial agreements.
The multi-year deals establish the three companies as official sports betting partners of the league. DraftKings and FanDuel previously signed initial partnership agreements with the NFL in 2021 that expired this past April, while Fanatics Betting and Gaming expanded an existing relationship that includes an exclusive, long-term retail deal signed earlier in the year.
“We are thrilled to have three world-class partners in the sports betting category,” Renie Anderson, executive vice president and chief revenue officer at the NFL, said in a league release. “DraftKings, FanDuel and Fanatics share our vision for innovation and fan engagement, but most importantly, our commitment to protecting the integrity of the game. We look forward to navigating this next chapter in sports betting together.”
Integration, Marketing Rights, and League Marks
Under the terms of the agreements, Fanatics Betting and Gaming, DraftKings, and FanDuel gain the authority to leverage league marks within the sports betting category and promote online and retail sports betting. The operators will secure a presence at league tentpole events, including the Super Bowl and NFL Draft.
Matt King, chief executive officer of Fanatics Betting and Gaming, noted that the expanded agreement positions the company as a unified destination for fans. “This deal underscores our vision for Fanatics as a true digital sports platform – a single destination where fans can bet, play and engage with the NFL all in one place, making the experience of being a fan better than ever,” King said in a statement.
In addition to sports betting, Fanatics will become an official online casino marketing partner of the league. Operators will also feature integrations across NFL-owned media properties and gain access to real-time, official play-by-play statistics.
Game Integrity and Responsible Gaming Commitments
Game integrity is the foundation of the league’s approach to legalized sports betting. All three partners agreed to adhere to the NFL’s core game integrity policies, which involve collaboration on intelligence sharing, advocacy efforts, and responsible gaming initiatives.
As part of these safety measures, the operators and the league will work together to prohibit bets the league finds objectionable, such as those based on injuries and officiating, along with those that can be easily manipulated by a single person or knowable in advance.
Christian Genetski, president at FanDuel, highlighted the collaborative history between the platform and the league. “For the last five years, the NFL has been an important partner in helping build a legal and regulated sports betting industry that puts fans and the integrity of the game at the center,” Genetski said. “We’re proud of what we’ve built together and look forward to continuing to find new ways for fans to engage with the games they love.”
Fantasy Sports and Live Betting Expansion
Beyond the sportsbook agreements, DraftKings will continue its partnership with the league as the official daily fantasy sports partner, a collaboration that began in 2019 and includes exclusive rights to NFL IP and marks.
Stephanie Sherman, chief marketing officer at DraftKings, emphasized the timing of the announcement ahead of the football calendar. “Working with the NFL allows us to put the DraftKings brand alongside the biggest games of the season, from Kickoff through the Super Bowl,” Sherman said. “That presence is especially meaningful for DraftKings as the #1 sportsbook for live betting, giving fans more ways to engage with every drive, play and moment as it happens.”
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