NFL Partnerships with Sportsbooks: Who’s Winning the Branding War?

As the NFL season pushes into full swing, sportsbooks are battling not only for bettors’ wallets but also for brand visibility through high-profile league and team partnerships. With billions wagered annually on NFL betting during games, these deals have become one of the most coveted assets in the U.S. sports betting industry.

League-Level Deals

The NFL currently maintains three official sportsbook partners:

• Caesars Sportsbook – the league’s official casino sponsor and one of the most visible brands across NFL media.
  
• DraftKings – serving as an official sports betting partner, leaning heavily on fantasy-to-betting conversions.
  
• FanDuel – another official sportsbook, leveraging its market-leader position and integrated media campaigns with partners like TNT and ESPN.
  

These partnerships, first announced in 2021 and renewed in 2023, have given the NFL significant revenue while granting sportsbooks exclusive use of league trademarks and media access.

Team-Level Partnerships

Individual franchises have also struck deals with operators, tailoring activations to their markets:

• New York Jets – BetMGM Sportsbook is an official team partner, with signage throughout MetLife Stadium and digital integrations in the Jets app.
  
• Denver Broncos – PointsBet has a high-profile partnership, including branding inside Empower Field at Mile High.
  
• Dallas Cowboys – Caesars holds naming rights to a sportsbook lounge at AT&T Stadium.
  
• Las Vegas Raiders – Allegiant Stadium includes signage and promotions tied to BetMGM, reflecting MGM’s strong Nevada footprint.
  

In total, more than 20 NFL teams have partnered with sportsbooks, often integrating betting promotions into stadium apps, pre-game shows, and even in-stadium lounges.

The Branding Battle

Sportsbooks are fighting for attention during broadcasts and inside stadiums:

• FanDuel continues to lead in national market share and has leveraged NFL partnerships with heavy ad buys and promotions tied to Sunday games.
  
• Caesars has leaned on its casino presence and NFL branding to boost its sportsbook recognition, particularly with in-stadium activations.
  
• DraftKings Sportsbook focuses on digital-first strategies, often pushing daily fantasy alongside sportsbook ads to maximize crossover.
  

Smaller players like PointsBet, BetMGM, and bet365 Sportsbook are trying to carve out regional advantages, but analysts say the marketing gap between the “Big Three” (FanDuel, DraftKings, Caesars) and the rest continues to widen.

The Risk of Oversaturation

Some critics warn that the barrage of sportsbook advertising around NFL games risks consumer fatigue. Regulators in states like Ohio and Massachusetts have already pushed back on aggressive sportsbook ads, especially those targeting younger fans.

“The NFL is walking a fine line,” said Michelle Cohen, a gaming law analyst. “The league benefits from sponsorship revenue, but too much exposure could trigger more regulation and public backlash.”

What’s Next

With the Super Bowl still the most bet-on event in the U.S., expect the branding war to peak in early 2026. Missouri’s new sportsbooks may also join the fray, especially with Kansas City Chiefs fans eager to wager legally within their home state.

For now, the race for NFL dominance in the sports betting market remains a three-way battle, with FanDuel, DraftKings, and Caesars ahead — and everyone else fighting for yardage.