All four operators will be eligible to purchase NFL in-game commercial units and other select NFL media inventory as approved league sponsors.
The NFL has previously existing sports betting partnerships with Caesars Entertainment, DraftKings and FanDuel.
"We are pleased to announce this select group as Approved Sportsbook Operators," said Nana-Yaw Asamoah, Vice President of Business Development for the NFL. "Along with our three Official Sports Betting Partners, this group of operators will help the League to engage fans in responsible and innovative ways this season as the sports betting landscape continues to evolve."
The NFL will allow up to six sportsbook commercials per game, and networks can televise one per quarter, one during the pregame show and one at halftime, according to a report from Sports Business Journal. The NFL’s four broadcast partners – ESPN, Fox, CBS and NBC – will purchase spots from sports betting operators.
BetMGM and Caesars are among sportsbooks rolling out new ad campaigns ahead of the season, which kicks off Sept. 9.
“For decades, the National Football League has been entertaining fans in unprecedented ways, along the way building one of the strongest and most recognizable global brands, an intensely loyal fanbase, and a reputation for breaking the mold. We have the same fan driven purpose at BetMGM,” said Adam Greenblatt, Chief Executive Officer, BetMGM. “Our partnership with the NFL is extremely exciting for our business. We’ll soon debut a new national ad campaign featuring Jamie Foxx, deliver our players a wide variety of first-class experiences, and so much more. As always, we remain laser-focused on innovating for the fan, at the stadium, in our physical sportsbooks and on their digital devices.”
All NFL sportsbook and sports betting partners have agreed to support the league’s commitment to protect the integrity of the game and to support the NFL’s responsible gambling efforts.
