NFL opens door to in-stadia sports betting on game days
American football governing body green-lights rule changes with operator sportsbook partnerships set to benefit
NFL team owners have voted to allow in-stadia sportsbooks to remain open on match days, according to reports in US media.
The vote, which took place on Tuesday, was one of a number of policy changes implemented by the American football governing body in its 2023 owners meeting, and marks the next stage in a continued positivity towards sports betting by the league.
In April 2021, the NFL finally ended its boycott of sports betting by signing a $1bn marketing deal with DraftKings, FanDuel, and Caesars, as well as signing a data-led deal with Genius Sports.
BetMGM, PointsBet, Fox Bet, and WynnBET have also since become commercial partners of the NFL.
Fanatics Sportsbook operates an in-stadia sportsbook at the Washington Commanders’ FedExField stadium which opened earlier this year, with BetMGM also operating a sportsbook just outside the Arizona Cardinals’ State Farm stadium.
The New York Giants and New York Jets each have retail sportsbook partnerships with DraftKings and the now defunct Fubo Sportsbook.
As reported by The Athletic, revenue generated from in-stadia sportsbooks will not be shared with other teams until a $20m threshold is exceeded, and in that event the money will be shared with the NFL’s other 31 teams.
The NFL has placed an increased emphasis on sports betting in recent years, including a $6.2m responsible sports betting awareness campaign in partnership with the National Council on Problem Gambling (NCPG).
The initiative, which focuses on the slogan ‘Stick to Your Game Plan. Always Bet Responsibly,’ encourages players to set limits, as well as using licensed regulated operators, while also signposting responsible gambling-themed resources.
In June 2022, the NFL appointed its first sports betting-geared executive David Highhill as its first VP and general manager of sports betting.
Highhill leads the NFL’s betting integrity efforts, while working to strengthen the league’s brand and reputation as well as increasing the value of NFL data, IP, and driving fan engagement at a global level.