Mutually beneficial deal
The online gambling brand 888 has entered into a partnership with the New York Jets NFL team. The agreement will see the 888 logo appear around the MetLife Stadium. The online casino brand will also feature in other forms of promotional material for the team.
888casino NJ will be able to display the Jets logo on its own online casino platform as well as in other marketing material, including television commercials and social media posts.
The Jets already have an agreement in place with MGM Resorts International, which is the official casino partner for the franchise. However, the deal with 888 is the Jets’ first partnership with an online casino, and will now see 888casino NJ being made an official club sponsor.
The head of commercial development at 888casino, Yaniv Sherman, described the deal as “a dream come true” for the gambling operator. He went on to say:
We are so excited to be the first NJ online casino to sponsor an NFL team.”
Ideal location for sponsorship
888 has been looking to expand its presence in the United States and is initially focusing on its New Jersey operations. In August, 888 launched the new version of its online casino in the state. This latest move sees the brand partnering with one of the region’s favorite teams.
Rules to consider
888 does have to be careful to follow NFL sponsorship rules with this deal. Since September 2018, NFL teams have been able to obtain casino sponsors. However, there can be no association between the respective teams and sportsbooks. Therefore, NFL teams can only form part of promotions for the likes of casinos.
If there is any hint of an NFL team being used to promote a sportsbook, the NFL will cancel the sponsorship deal.
NFL teams obtaining sponsors
Numerous NFL teams to date have entered into partnerships with casinos. The Buffalo Bills have an agreement in place with Seneca Resorts and Casinos, which is based in New York. The Dallas Cowboys have partnered with the WinStar World Casino Resort in nearby Oklahoma.
The Horseshoe Casino in Baltimore sponsors the Baltimore Ravens, while the Oneida Nation tribe is sponsoring the Green Bay Packers in Wisconsin. The soon-to-be Las Vegas Raiders have a 15-year deal signed with Caesars Entertainment. Finally, the Arizona Cardinals recently announced their partnership with the Gila River Hotels and Casinos company.
NFL capitalizing on gambling
There is a massive gambling expansion happening throughout the United States. The NFL is looking to capitalize on this by allowing gambling sponsors, selling exclusive data to sportsbooks, and advertising opportunities.
the NFL stands to earn an additional $2.3bn annually
According to the American Gaming Association, the NFL stands to earn an additional $2.3bn annually when the legal sports betting market in the country matures.
The NFL itself has Caesars Entertainment as its official casino sponsor. This deal is worth $30m annually to the league, and is in place for three years.