NFL Announces Sports Betting Partnerships With DraftKings, FanDuel, and Fanatics

• The NFL today announced multi-year deals with DraftKings, FanDuel, and Fanatics Betting and Gaming
• All three partners will be able to leverage NFL marks within their sports betting content
• NFL partners will adhere to the league’s core game integrity policies

The NFL today announced multi-year partnership deals with DraftKings, FanDuel, and Fanatics Sportsbook, naming the companies as official sports betting partners of the league.

DraftKings and FanDuel both signed initial partnership deals with the NFL in 2021, which expired this past April. Fanatics Betting and Gaming also signed a multi-year agreement, expanding an already existing relationship with the NFL that includes an exclusive, long-term retail deal signed with the league earlier this year. Fanatics Betting and Gaming announced its deal with the NFL last week.

“We are thrilled to have three world-class partners in the sports betting category,” Renie Anderson, executive vice president and chief revenue officer at the NFL, said in a release. “DraftKings, FanDuel and Fanatics share our vision for innovation and fan engagement, but most importantly, our commitment to protecting the integrity of the game. We look forward to navigating this next chapter in sports betting together.”

Adhering to League Integrity Policies

As part of the partnerships, Fanatics Betting and Gaming, DraftKings, and FanDuel will have the ability to leverage league marks within the sports betting category and promote online and retail sports betting. They will also have presence at NFL tentpole events, such as the Super Bowl and NFL Draft.

“We are thrilled to expand Fanatics’ partnership with the NFL to include Fanatics Sportsbook and Fanatics Casino, bringing fans even closer to the game they love,” said Matt King, chief executive officer of Fanatics Betting and Gaming. “This deal underscores our vision for Fanatics as a true digital sports platform – a single destination where fans can bet, play and engage with the NFL all in one place, making the experience of being a fan better than ever.”

Fanatics will also become an official online casino marketing partner of the league.

The partnerships will also allow operators to have integrations across NFL-owned media properties and will have access to real-time, official play-by-play statistics.

All three NFL partners also agreed to adhere to the league’s core game integrity policies and will collaborate on intelligence sharing, advocacy efforts, and responsible gaming initiatives. This includes working together to prohibit bets the league finds objectionable, such as those based on injuries and officiating, along with those that can be easily manipulated by a single person or knowable in advance.

“For the last five years, the NFL has been an important partner in helping build a legal and regulated sports betting industry that puts fans and the integrity of the game at the center,” said Christian Genetski, president at FanDuel. “We’re proud of what we’ve built together and look forward to continuing to find new ways for fans to engage with the games they love.”

In addition to sports betting, DraftKings will continue its partnership with the NFL as the official daily fantasy sports partner, which initially began in 2019. This includes exclusive rights to NFL IP and marks.

“Nothing compares to football season for DraftKings and our millions of customers,” said Stephanie Sherman, chief marketing officer at DraftKings. “Working with the NFL allows us to put the DraftKings brand alongside the biggest games of the season, from Kickoff through the Super Bowl. That presence is especially meaningful for DraftKings as the #1 sportsbook for live betting, giving fans more ways to engage with every drive, play and moment as it happens. We’re excited to continue bringing that experience to football fans across the country.”

Importance of Game Integrity

According to the NFL, game integrity is the foundation of the league’s approach to legalized sports betting. The integrity program features collaboration with sports betting partners, policy education, and enforcement, plus information sharing and monitoring for suspicious activity in coordination with law enforcement, regulators and third-party partners.

Each NFL team also has an assigned integrity representative, typically a retired FBI agent or senior law enforcement officer, to support these efforts.