Until recently, gambling companies were not permitted to sponsor NBA jerseys. But that is changing. In fact, last year, nine of the 20 English Premier League teams had some form of sponsorship with a gaming entity.
While the NFL has been cautious to date, it has forged partnerships with betting operators and gambling content providers. The NFL has been able to add gambling content to its broadcasts, while also adding spreads and free-play games to its game lines.
The NFL has also moved to protect itself from corruption and insider betting. Its first international sportsbook sponsorships came in Germany and Latin America. It also licensed official data and video to sportsbooks abroad. It has also added betting lines to the bottom of its screens, allowing for six sportsbook commercials to run per game. It also has allowed sportsbooks to sponsor team sponsorships in states with legal betting. It has also allowed sportsbook-sponsored betting lounges and kiosks.
While the NFL is still testing gambling content on its broadcasts, it is establishing partnerships with betting operators, including BetMGM, FanDuel, and Caesars. Some sportsbooks are creating betting markets for the playoffs, while others are not. It is unclear how these partnerships will affect the main telecasts.
Meanwhile, the PGA TOUR has been partnering with Genius Sports and IMG ARENA to license live scoring data and odds-based content for its games. The TOUR has also established an integrity program, a platinum membership with the National Council on Problem Gambling, and has a robust campaign to educate golf fans on the dangers of gambling. It has also signed a three-year extension with FanDuel, allowing the company to advertise in the TOUR’s media.