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’s 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, according to the New York Post.
“This exciting deal between the New York Jets and 888.com is a significant moment for both 888 and our industry as it marks the first ever sponsorship agreement between an NFL team and a global online operator,” said 888 group head of commercial development, Yaniv Sherman.
“888 has a unique position across the three regulated states for full online gaming and we are confident that this deal will further strengthen the 888 brand in the US market. This will support the successful delivery of our growth strategy to be a leading operator in the developing and potentially significant US online gaming market.”
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.