In 2024, the National Football League saw its highest TV ratings in nine years, acquiring 18.6 million viewers just in the first three weeks. The average increase from 2023 was 27%, which would just show the success of the NFL strategy, but there’s an interesting side aspect to analyze.
The thing is that a few decades ago, the NFL banned any betting-related ads completely. Now, the management claims the times have changed, emphasizing that cooperation with sports betting influencers, casinos, and betting platforms is a new stage in the league’s history. But is such a shift for the better or the worse? How exactly does the NFL work with its casino partners? Let’s find that out.
Understanding Casino Sponsorship in the NFL
Even though the NFL doesn’t get a cut of users’ wagers, cooperation with gambling companies is definitely mutually beneficial. It applies not only to advertising contracts directly but also to indirect benefits like higher engagement rates among NFL viewers. So, let’s dive deeper into how such cooperation works, analyze the role of influencers and identify the main pros and cons of the NFL going all in on sports gambling.
Why Casinos are Becoming Official Partners and Sponsors of NFL Teams
The NFL segment of the sports betting market is booming. The American Gambling Association confirms that over 26% of American adults (roughly 67 million people) are expected to bet on Super Bowl LVIII 2024, showing a serious growth of over 7 million dollars spent on bets compared to the previous year.
All top gaming platforms need to keep up. For instance, if you browse the Pin Up site, go to the American Football NFL section, and pick a random game, the number of options will be mind-blowing. In particular, you’ll be able to choose among 56+ types of wagers, from good old moneyline bets to props like passing yards or anytime touchdown scorer. Land-based casinos, including those in Vegas, in turn, offer clients the opportunity to play the NFL slot machine. So, the industry and sports, especially big sports, are just interconnected.
There are also specific benefits for casinos partnering with the NFL directly, including the following:
- Shared audience. Casino players and NFL fans often overlap demographically. So, collaboration with the NFL allows gambling companies to access the right target audience and attract more sports enthusiasts.
- Expanding the experience. Gambling platforms also see such cooperation as an opportunity to go offline and expand their physical presence by integrating their ads into stadiums and really big sports events.
- Direct revenue opportunities. As mentioned before, it’s all about mutually beneficial contracts. On the one hand, the NFL gets investments to improve their performance, equipment, stadiums, etc., while casinos get exclusive marketing opportunities.
- Brand modernization. The NFL management’s claim that the world has changed and that they are ready to change their policies shows their flexibility. Now, the League positions itself as a forward-thinking establishment embracing new trends rather than avoiding them.
Being a sponsor means going offline, reaching out to the right audience of sports enthusiasts, expanding your influence, and scaling a marketing campaign. Those who wonder how to bet on NFL games are also more likely to choose an offer from the NFL sponsor rather than a random site or a casino.
The Role of Influencers in Promoting NFL Betting and Responsible Gambling
Influencers can also provide an extra effective marketing funnel for NFL professional sports betting. Here’s how they can get gambling platforms new and more diverse audiences:
- by spreading the awareness of betting platforms and betting opportunities;
- by focusing on niche demographics such as younger (yet not minor) audiences interested in sports overall;
- by highlighting top promotions and bonuses;
- by arranging special events like friendly competitions or challenges.
This is quite an effective marketing strategy overall, but there’s another important aspect that both gambling companies and influencers should focus on. You’ve guessed it’s right — it’s responsible gambling, and the ways to spread the word about it are as follows:
- by educating the audience on social media about safe gambling behavior;
- by sharing tips on how to plan the budget;
- by raising awareness about self-exclusion and self-limitation opportunities offered on gambling websites;
- by sharing information not only about good personal experiences but also about difficulties associated with gambling.
Also, there’s another important point. The so-called “good” promotion is possible only if an influencer partners with a legitimate and legal business. Encouraging responsible gambling practices is actually part of regulatory compliance in nearly every country, so if promoting such initiatives isn’t required, it may be a serious red flag.
Analyzing the Pros and Cons of Sports Betting for NFL Games
So, is the NFL casino sponsorship a good or a bad thing? It’s none — it just has its benefits and drawbacks.
Pros:
- better investment and growth opportunities for NFL teams;
- raised awareness about what gambling actually is and what responsible gambling must be like;
- enhanced engagement both for casinos and the League itself;
- mutual audience growth.
Cons:
- overcommercialization may alienate some sports enthusiasts;
- the potential rise of problematic gambling behavior among vulnerable people;
- threat of insider information leaks;
- not so family-friendly branding.
Do the pros outweigh the cons? It depends on one’s priorities, so everyone will have their own answer.
Professional Sports Betting Insights
Here are some more insights into how NFL betting and sports betting at large works:
- A variety of options is the key to success. As mentioned previously, offering 50+ wager types is a serious advantage for any top casino/sportsbook.
- Live betting is a big segment of the market. It is also one of the most popular types of sports betting, which is why many top platforms try to offer it specifically for NFL events.
- Bettors, in turn, fall under two categories: sharp and recreational bettors. NFL events are great for both and engage more recreational bettors overall.
- Top gambling platforms balance engagement and accountability, building customer relationships based on trust and transparency. That goes for honest information on how bets, bonuses, and special features really work and promoting responsible gambling even if it decreases profitability.
Regulatory adaptation, cooperation with influencers, and collaboration with big leagues like the NFL are all part of a larger strategy that, if built appropriately, remains effective without becoming predatory.
Final Thoughts
So, is sports betting worth it? Is NFL betting a good thing? Again, there’s no single answer to this question. However, if one views it as a fun activity, if it boosts the entertainment value of NFL games, and if one is ready to stick to their budget, it might be a good option. In any case, it’s all about individual choice and individual attitude.
