888 partners with New York Jets
Sponsorship deal understood to be the first in the US between an online operator and NFL team
888 has inked a sponsorship deal with the New York Jets, marking the first partnership in the US between an online operator and an NFL team.
The operator has yet to formally announce the deal, but its New Jersey site says it is a “proud sponsor of the New York Jets”, while ad banners with 888.com were on display at the team’s most recent home game.
The Jets are also promoting “888 Gaming” as part of its match-day experience, offering fans the chance to “meet brand ambassadors and download the 888 Gaming app to be entered to win autographed Jets merchandise and other great prizes”.
The NFL recently relaxed its rules on partnerships between teams and casino operators, with two teams having already announced deals with land-based partners.
However, the league still bans the promotion of sports betting sites, which may be why the ads refer to 888.com or 888 Gaming.
The deal prompted some criticism, with Keith Whyte, the executive director of the National Council on Problem Gambling, telling The Post: “There are a lot of kids who go to games, and this kind of marketing may have a big impact on them”.
888 was unavailable for comment.
In related news, the NHL yesterday announced an official betting partnership with MGM Resorts, becoming the second professional sports league to do so after the NBA.