If you live in a state with legal sports betting, you are no doubt well aware of the many sponsorship deals that teams have with individual sportsbooks. How could you not be? Advertisements for sportsbooks are EVERYWHERE in states with legal sports betting. Even those in states with more limited sports betting opportunities or states where it is not legal yet see plenty of sportsbook advertising on national TV broadcasts. Every major sport has sportsbook partnerships, and that includes branding and television advertising. It’s a new world, and sportsbooks are spending millions of dollars trying to get their product noticed by as many people as possible.
Sportsbook partnerships with professional sports teams
Partnering with sportsbooks has been a significant new source of revenue for our country’s professional sports teams and leagues (MLB, NBA, NFL, NHL, and PGA Tour). Sportsbooks entering new states are eager to market to a broad base of fans and look to the local sports teams as a sure-fire way to reach and engage with a large population of potential customers. This symbiotic relationship has led to a proliferation of sportsbook partnerships, led by the four Philadelphia teams and the New Jersey Devils, which have capitalized on their location in the two states (New Jersey and Pennsylvania) with the largest concentration of sports bettors.
Sportsbook | Professional Sports Team | League | Additional Information |
---|---|---|---|
Bally Bet | Major League Fishing | Yes, Major League Fishing is a real sports league | |
Nashville Predators | NHL | ||
Phoenix Mercury | WNBA | Mercury are AZ license partner for Bally Bet; Agreement includes a retail sportsbook to be built near the team's arena | |
Cleveland Browns | NFL | ||
New York Yankees | MLB | ||
Bet365 | San Antonio Spurs | NBA | |
Colorado Rockies | MLB | ||
BetFanatics | Columbus Blue Jackets | NHL | |
Cleveland Guardians | MLB | ||
Betfred | Colorado Rockies | MLB | |
Denver Broncos | NFL | ||
Cincinnati Bengals | NFL | ||
BetMGM | Boston Red Sox | MLB | |
Detroit Tigers | MLB | ||
Washington Nationals | MLB | ||
Houston Astros | MLB | Sports betting is not legal in TX (yet) | |
Cincinnati Reds | MLB | Includes a retail sportsbook at the stadium | |
Pittsburgh Pirates | MLB | ||
Richard Childress Racing | Nascar | ||
Philadelphia 76ers | NBA | ||
Arizona Cardinals | NFL | ||
Baltimore Ravens | NFL | ||
Denver Broncos | NFL | ||
Detroit Lions | NFL | ||
Kansas City Chiefs | NFL | ||
Las Vegas Raiders | NFL | ||
New York Jets | NFL | ||
Pittsburgh Steelers | NFL | ||
Tennessee Titans | NFL | ||
BetRivers | Detroit Pistons | NBA | |
Pittsburgh Penguins | NHL | ||
Chicago Bears | NFL | ||
Betway | Chicago Bulls | NBA | |
Cleveland Cavaliers | NBA | ||
Dallas Mavericks | NBA | ||
Golden State Warriors | NBA | Sports betting is not legal in CA (yet) | |
Los Angeles Clippers | NBA | Sports betting is not legal in CA (yet) | |
Miami Heat | NBA | ||
Milwaukee Bucks | NBA | ||
Minnesota Timberwolves | NBA | Sports betting is not legal in MN (yet) | |
Philadelphia 76ers | NBA | ||
New Jersey Devils | NHL | ||
Philadelphia Flyers | NHL | ||
Caesars Sportsbook | Arizona Diamondbacks | MLB | Diamondbacks are AZ license partner for Caesars; Agreement includes a retail sportsbook to be built at the team's stadium |
Chicago White Sox | MLB | ||
New York Mets | MLB | ||
Cleveland Cavaliers | NBA | ||
New Orleans Pelicans | NBA | ||
New York Knicks | NBA | ||
Philadelphia 76ers | NBA | ||
Washington Wizards | NBA | Partnership includes a branded sportsbook inside the team's arena | |
Memphis Grizzlies | NBA | ||
Baltimore Ravens | NFL | ||
Buffalo Bills | NFL | ||
Houston Texans | NFL | Sports betting is not legal in TX (yet) | |
Indianapolis Colts | NFL | ||
Las Vegas Raiders | NFL | ||
New Orleans Saints | NFL | Partnership includes naming rights to the team's stadium: Caesars Superdome | |
Philadelphia Eagles | NFL | ||
New Jersey Devils | NHL | ||
New York Rangers | NHL | ||
Vegas Golden Knights | NHL | ||
Washington Capitals | NHL | Partnership includes a branded sportsbook inside the team's arena | |
Washington Mystics | WNBA | Partnership includes a branded sportsbook inside the team's arena | |
Circa Sports | San Diego Padres | MLB | The sponsorship is listed under Circa Resort & Casino, which is the same location as Circa Sports |
DraftKings Sportsbook | Boston Red Sox | MLB | |
Chicago Cubs | MLB | Partnership includes a branded retail sportsbook at Wrigley Field | |
Colorado Rockies | MLB | ||
23XI Racing | Nascar | Michael Jordan owns the 3-driver team | |
Detroit Pistons | NBA | ||
Golden State Warriors | NBA | Sports betting is not legal in CA (yet) | |
Houston Rockets | NBA | Sports betting is not legal in TX (yet) | |
Indiana Pacers | NBA | ||
Los Angeles Clippers | NBA | Sports betting is not legal in CA (yet) | |
Minnesota Timberwolves | NBA | ||
New York Knicks | NBA | ||
Philadelphia 76ers | NBA | ||
Sacramento Kings | NBA | Sports betting is not legal in CA (yet) | |
Baltimore Ravens | NFL | ||
New England Patriots | NFL | ||
New York Giants | NFL | ||
Pittsburgh Steelers | NFL | ||
St. Louis Blues | NHL | Sports betting is not legal in MO (yet), but is legal in neighboring IL | |
Boston Bruins | NHL | ||
Chicago Blackhawks | NHL | ||
Colorado Avalanche | NHL | ||
Detroit Red Wings | NHL | ||
Los Angeles Kings | NHL | Sports betting is not legal in CA (yet) | |
New York Rangers | NHL | ||
Nashville Predators | NHL | ||
Cleveland Guardians | MLB | ||
FanDuel | Detroit Tigers | MLB | |
New York Yankees | MLB | ||
DC United | MLS | Partnership includes a branded retail sportsbook at the team's stadium | |
Brooklyn Nets | NBA | ||
Cleveland Cavaliers | NBA | ||
Los Angeles Lakers | NBA | Sports betting is not legal in CA (yet) | |
Memphis Grizzlies | NBA | ||
Portland Trail Blazers | NBA | ||
Orlando Magic | NBA | ||
Phoenix Suns | NBA | Suns are AZ license partner for FanDuel; Agreement includes a retail sportsbook to be built at the team's arena | |
Baltimore Ravens | NFL | ||
Buffalo Bills | NFL | ||
Denver Broncos | NFL | ||
Indianapolis Colts | NFL | ||
New York Jets | NFL | ||
Washington Commanders | NFL | ||
New Jersey Devils | NHL | ||
Buffalo Sabres | NHL | ||
Detroit Red Wings | NHL | ||
New York Liberty | WNBA | ||
FOX Bet | Philadelphia 76ers | NBA | |
Philadelphia Eagles | NFL | ||
Fubo Sportsbook | Houston Dynamo | MLS | Sports betting is not legal in TX (yet); First sportsbook partnership with a Texas-based sports team |
Cleveland Cavaliers | NBA | ||
New York Jets | NFL | ||
Hard Rock Sportsbook | Miami Dolphins | NFL | Partnership includes naming rights to the team's stadium: Hard Rock Stadium |
Tampa Bay Lightning | NHL | ||
Play SugarHouse Sportsbook | Philadelphia Flyers | NHL | |
PlayUp Sportsbook | New Jersey Devils | NHL | |
Panther City Lacrosse Club | National Lacrosse League (NLL) | Yes, there is an indoor lacrosse league. The partnership is the largest team sponsorship arrangement in NLL history. | |
PointsBet | Detroit Tigers | MLB | |
Austin FC | MLS | ||
Denver Nuggets | NBA | ||
Detroit Pistons | NBA | ||
Indiana Pacers | NBA | ||
Colorado Avalanche | NHL | ||
Detroit Red Wings | NHL | ||
Chicago Bears | NFL | ||
Indianapolis Colts | NFL | ||
Colorado Mammoth | NLL | ||
PrizePicks | Atlanta United | MLS | This deal makes PrizePicks the first-ever Daily Fantasy Sports Partner in the MLS |
Sahara Bets | Arizona Coyotes | NHL | The owner of the Coyotes also owns Sahara Bets |
SuperBook Sports | FC Cincinnati | MLS | |
Baltimore Orioles | MLB | ||
Tipico Sportsbook | Colorado Rapids | MLS | |
Columbus Crew | MLS | Crew are OH license partner for Tipico; Agreement includes a retail sportsbook to be built at the team's stadium | |
Underdog Sports | Cincinnati Reds | MLB | |
Unibet | Philadelphia Eagles | NFL | |
Pittsburgh Steelers | NFL | ||
Stewart-Haas Racing | Nascar | ||
New Jersey Devils | NHL | ||
Wagr | Nashville SC | MLS | |
WynnBET | Cincinnati Reds | MLB | |
Colorado Rockies | MLB | ||
Detroit Pistons | NBA | ||
Memphis Grizzlies | NBA | ||
Detroit Lions | NFL | ||
Indianapolis Colts | NFL | ||
Las Vegas Raiders | NFL | ||
New York Jets | NFL | ||
Vegas Golden Knights | NHL |
Sportsbook partnerships with colleges/universities
Partnerships between sportsbooks and NCAA member institutions are small in number but large in significance. This list is sure to grow as both universities and the general public become more comfortable with legal, regulated sports betting on college sports.
LSU and Caesars Sportsbook announce a partnership pic.twitter.com/LUfCvYGM07
— Barrett Sallee 🇺🇸 (@BarrettSallee) September 17, 2021
University | Sportsbook Partner | Additional Information |
---|---|---|
Louisiana State University (LSU) | Caesars Sportsbook | |
University of Maryland | PointsBet | |
Michigan State University | Caesars Sportsbook |
Professional sports leagues’ official sportsbook partners
NFL announced what it is calling its first U.S. sportsbook partnerships with Caesars Entertainment, DraftKings and FanDuel. Those companies now are the NFL’s "official sports betting partners.”
— Adam Schefter (@AdamSchefter) April 15, 2021
The partnership between sports leagues and sportsbooks generally consists of licensed use of official league data and league logos/branding in sportsbook advertising. As you can see in the table below, partnerships between sports leagues and sportsbooks are becoming very popular because of the many benefits to both parties. Sportsbooks receive additional name-brand recognition and official data to use in live betting and prop betting while sports leagues receive additional revenue from the license fees they charge for the use of their official data and branding.
Professional Sports League | Sportsbook Partner | Additional Information | |
---|---|---|---|
LPGA | BetMGM | ||
MLB | Bally Bet | ||
BetMGM | |||
Betsafe | |||
DraftKings | |||
FanDuel | |||
FOX Bet | |||
theScore Bet | |||
MLS | BetMGM | ||
NASCAR | Barstool Sportsbook | Phoenix International Raceway, which hosts two Nascar races, is Barstool's license partner in AZ. Partnership includes a retail sportsbook to be built at the racetrack. | |
BetMGM | |||
DraftKings | |||
Fubo Sportsbook | |||
WynnBET | |||
PrizePicks | |||
NBA | Bally Bet | ||
Bet365 | |||
BetMGM | |||
Betsafe | |||
Betway | |||
Caesars Sportsbook | |||
DraftKings | |||
FanDuel | |||
PointsBet | |||
theScore Bet | |||
Unibet | |||
NFL | BetMGM | This multi-year agreement also extends to Canada | |
Betway | |||
Caesars Sportsbook | |||
FanDuel | This multi-year agreement with the NFL makes FD an official sportsbook partner in Canada | ||
PointsBet | |||
WynnBET | |||
NHL | Bally Bet | ||
Bet365 | |||
BetMGM | |||
Betway | |||
DraftKings | |||
FanDuel | |||
PointsBet | |||
National Lacrosse League (NLL) | BetMGM | Yes, there really is a National Lacrosse League and you can bet on their games | |
PGA Tour | BetMGM | ||
BetPARX | PGA Tour/Memorial Tournament is BetPARX license partner in OH | ||
DraftKings | PGA Tour/TPC Scottsdale is DraftKings' license partner in AZ. Agreement includes a branded retail sportsbook to be built at the golf course. | ||
FanDuel | |||
PointsBet | |||
theScore Bet | |||
bet365 | |||
Premier Lacrosse League (PLL) | DraftKings | Yes, there really are TWO lacrosse leagues in America. And you can bet on both of them! | |
UFC | DraftKings | ||
WNBA | FanDuel | ||
PointsBet | |||
BetMGM | |||
WTA (Women's Tennis Association) | FanDuel |
Sports venue partnerships with sportsbooks
In several states, including Arizona, Maryland, Virginia, and Ohio, sports teams qualify for sports betting licenses and can partner with sportsbooks as their online skin. This agreement often includes a retail sportsbook at the team’s arena/stadium. Other states/districts such as Washington, DC and Illinois authorize sports venues to partner with sportsbooks to build a retail sportsbook on-site without an online licensing component. And in some cases the venue just wanted to partner with a sportsbook. Whatever the case, just about every sports facility has some sort of sportsbook branding, but the facilities in the table below feature much more than just a sign on the wall or advertisement in the team program (are those still a thing?).
Venue | City | Sportsbook Partnership | Additional Information |
---|---|---|---|
Nationals Park | Washington, DC | BetMGM | Partnership includes a retail sportsbook on-site and online betting available within three blocks of the stadium |
Capital One Arena | Washington, DC | Caesars Sportsbook | Partnership includes a retail sportsbook on-site and online betting available within three blocks of the stadium |
Phoenix International Raceway | Phoenix, AZ | Barstool Sportsbook | PIR is the license partner for Barstool in AZ. Partnership includes a retail sportsbook on-site |
Caesars Superdome | New Orleans, LA | Caesars Sportsbook | First NFL stadium to have a naming rights agreement with a sportsbook |
Prudential Center | Newark, NJ | Caesars Sportsbook | Partnership includes a branded club area inside the arena |
Little Caesars Arena | Detroit, MI | PointsBet | Partnership includes branded sports bar inside the arena |
Madison Square Garden | New York, NY | Caesars Sportsbook | Caesars is the official sportsbook of Madison Square Garden, the world's most famous arena |
New York, NY | BetMGM Sportsbook | BetMGM is the official sportsbook of the New York Knicks and New York Rangers at the world's most famous arena. BetMGM advertising will extend digitally past MSG for fans to see | |
United Center | Chicago, IL | FanDuel | Partnership includes a retail sportsbook on-site |
Ball Arena | Denver, CO | PointsBet | Partnership includes a branded club area inside the arena |
Allegiant Stadium | Las Vegas, NV | WynnBET | Partnership includes a branded field-level VIP club area in the stadium |
Chase Field | Phoenix, AZ | Caesars Sportsbook | Chase Field is the license partner for Caesars in AZ. Partnership includes a retail sportsbook on-site |
TPC Scottsdale/PGA Tour | Scottsdale, AZ | DraftKings | TPC Scottsdale is the license partner for DraftKings in AZ. Partnership includes a retail sportsbook on-site |
Footprint Center | Phoenix, AZ | FanDuel | The Suns play in Footprint Center. The NBA team is the license partner for FanDuel in AZ. Partnership includes a retail sportsbook on-site |
Audi Field | Washington, DC | FanDuel | Partnership includes a retail sportsbook on-site and online betting available within three blocks of the stadium |
Wrigley Field | Chicago, IL | DraftKings | Partnership includes a retail sportsbook on-site |
Rocket Mortgage Fieldhouse | Cleveland, OH | Caesars Sportsbook | Partnership includes a retail sportsbook on-site |
Yankee Stadium | New York, NY | FanDuel | Partnership includes "VIP hospitality accommodations" at the stadium |
Citi Field | Queens, NY | Caesars Sportsbook | Partnership includes a branded sportsbook lounge inside the stadium |
Indianapolis Motor Speedway | Indianapolis, IN | Caesars Sportsbook | Partnership includes a branded sportsbook lounge inside the stadium |
Meadowlands Rail Line | East Rutherford, NJ | BetMGM Sportsbook | Partnership includes print and digital ads in stations throughout NJ Transit’s system |
Media partnerships with sportsbooks
There used to be a hard line between sports media and gambling. In the past, television broadcasters would cheekily refer to gambling during the game, cryptically referring to a play as “important to some,” or some similar reference to the over/under or the point spread. Those days are long gone. ESPN now includes gambling information in its shows and odds on the ticker on the bottom of the screen, while personalities on various sports shows, including Inside the NBA on TNT, make picks based on the spread or moneyline. This has also led to many partnerships between media companies and sportsbooks, a natural alignment that reflects the increased interest in sports betting among the general public.
Media property/company | Sportsbook | Additional Information |
---|---|---|
Associated Press | FanDuel | This is the first partnership between a sportsbook and a mainstream media entity |
The Athletic | BetMGM | |
CBS Sports | Caesars Sportsbook | |
ESPN (digital and cable) | Caesars Sportsbook | |
DraftKings | ||
FanDuel | ||
FOX Sports | FOX Bet | |
MSG Networks | Caesars Sportsbook | Cable channel that broadcasts Knicks and Rangers games |
NBC Sports | PointsBet | |
Pat McAfee Show | FanDuel | Popular podcast hosted by former Colts punter Pat McAfee |
TNT | FanDuel | NBA on TNT has partnered with FanDuel for its pre-and post-game shows and game broadcasts |
DraftKings | NHL on TNT has partnered with DraftKings for its pre-and post-game shows and game broadcasts | |
USA Today/Gannett | Tipico | Official Tipico odds are featured in all USA Today sports content |
Yahoo! Sports | BetMGM | BetMGM odds and betting information is featured in all Yahoo! Sports content |
Sinclair Broadcast Group | Bally's |
Celebrity partnerships with sportsbooks
🚨 Introducing WynnBET's newest brand ambassador 🚨
Welcome to the team, @SHAQ! pic.twitter.com/xdo8xZd95A
— WynnBET (@WynnBET) August 9, 2021
Sportsbooks employ many strategies to increase awareness of their product. Like any large company, sportsbooks engage in broad-based advertising campaigns and sponsor events or sports teams. They also contract with celebrities to promote their sportsbook as part of a marketing partnership. Some of these partnerships make sense, while others have raised a few eyebrows. Either way, celebrity endorsements are a growing part of the overall marketing efforts used by sportsbooks to attract new customers in states where sports betting is legal.
Sportsbook | Celebrity/Athlete Partner | Additional Information |
---|---|---|
Bet365 | Aaron Paul | Emmy-winning actor |
Betfred | Rod Smith | Former Denver Broncos WR |
BetMGM | Chris Chelios | Former NHL hockey player |
Connor McDavid | Edmonton Oilers star player (first current NHL player to be sponsored by a sportsbook) | |
Jamie Foxx | Oscar-winning actor | |
Wayne Gretzky | The Great One | |
Jalen Rose | Former NBA player | |
Kevin Garnett | Former NBA MVP | |
Barry Sanders | Former NFL MVP | |
Davante Adams | Las Vegas Raiders star player (first current NFL player to be sponsored by the sportsbook) | |
BetRivers | Jerome Bettis | Former Pittsburgh Steelers RB |
Mike Ditka | Former NFL coach | |
Joakim Noah | Former NBA player | |
Bobby Valentine | Former MLB manager | |
Caesars Sportsbook | Manning Family | Eli, Cooper, Archie, and Peyton all appear in Caesars TV ads |
JB Smoove | Television actor and Caesar in the Caesars Sportsbook TV ads | |
Halle Berry(!) | Oscar-winning actress. Also Cleopatra in the Caesars TV ads (seriously) | |
Henrik Lundqvist | Former NHL goalie | |
DraftKings | Jerry Rice | Former NFL receiver |
Bryson DeChambeau | PGA Tour golfer | |
FanDuel | Jordan Spieth | Current PGA Tour golfer |
Charles Barkley | Former NBA MVP | |
Gila River Casinos | Jae Crowder | Partnership is with the casino, not the sportsbook (BetMGM is the online skin for Gila River) but Jae is a current NBA player |
PointsBet | Notah Begay | Former PGA Tour golfer |
Drew Brees | Former NFL quarterback | |
Richard Hamilton | Former NBA player | |
Devin Hester | Former NFL player | |
Paige Spiranac | Professional golfer and media personality | |
Trailer Park Boys | Canadian comedy series | |
SuperBook | Michael Chandler | UFC fighter |
TwinSpires | Brett Favre | Former NFL player |
WynnBET | Ben Affleck | Oscar-winning actor |
Allen Iverson | Former NBA player | |
Nick Mangold | Former NFL player | |
Robert Mathis | Former NFL player | |
Chad Ochocinco | Former NFL player | |
Shaquille O'Neal | Former NBA player/current television personality | |
MaximBet | Charlie Blackmon | Current MLB player |
Nicki Minaj | Rapper |
More on sports betting partnerships
The sheer number of sportsbook-related commercials has gone from novelty to irritation, but the sponsorships do have some benefits. For example, if you’re a loyal Betfred customer in Colorado, you can head over to the Betfred tailgate set up outside the Broncos stadium and have a drink before the game. If you’re more of a Caesars person, head on over to the spacious Caesars Sportsbook inside Washington, DC’s Capital One Arena and make some bets before a Capitals or Wizards game. If you have VIP status, you will no doubt receive additional benefits.
In some states, sportsbooks need to partner with a sports team in order to have access to the market. This creates a natural partnership opportunity that has led to sportsbooks being built or planned at sports facilities. In other cases, a media company partners with a sportsbook to use their odds information, which helps readers know who is favored and why. Another natural alignment is sportsbooks partnering with sports leagues to use the leagues’ official data for their oddsmaking and live betting.
Sportsbook partnerships are becoming an increasingly important part of the sports betting industry, so we at Sports Handle thought it would be useful to create a tracker to keep tabs on the state of play. Think of the page as a work in progress – we’ll update it as soon as additional information is released. If you want to let us know about anything we missed or if you have any comments about the tracker, please send us a message. You can also find Sports Handle on Twitter. We love hearing from our readers.