Sky Bet builds on NFL betting push with German partnership
CCO Kevin Harrington hails “true milestone” for operator as it becomes official regional sportsbook partner to the NFL
Sky Bet has struck a deal with the NFL to become the league’s first official sportsbook partner in Germany.
The partnership will see the operator work alongside the NFL to create content and experiences for sportsbook customers in Germany throughout the upcoming 2020-21 season.
Sky Bet will launch co-branded adverts across digital and social media as part of the agreement, as well as TV ads across ProSieben and ProSieben MAXX.
Sky Bet punters and NFL fans will also be given the chance to win VIP experiences through a variety of promotions and competitions during the forthcoming campaign.
Sky Bet CCO Kevin Harrington said: “The NFL is one of the most established leagues in the world and we believe Sky Bet is the perfect sports betting provider to work alongside them for the upcoming season.
“We are proud to launch this partnership. It’s a true milestone for Sky Bet and will inspire many unforgettable moments for our customers.”
The NFL has delved headfirst into betting partnerships during 2020 as the league looks to capitalise on the legalisation of sports betting in the US.
The organisation last week agreed to make offshore bookie Betcris its Latam-facing sportsbook partner as it follows through on a localised approach to brand marketing.
Several NFL franchises – including the Denver Broncos and Detroit Lions – have also signed lucrative betting partnerships with gambling operators in 2020.
Chris Halpin, NFL executive VP and chief strategy and growth officer, said: “We are very pleased to welcome Sky Bet as our first official sports betting partner in Germany.
“This partnership is a large step forward in the NFL’s sports betting strategy and will further engage our passionate German fanbase,” he added.
The NFL signed a similar deal this week to make 888sport its UK and Ireland betting partner.