Sports Betting Partnership Tracker

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.

SportsbookProfessional Sports TeamLeagueAdditional Information
Bally BetMajor League FishingYes, Major League Fishing is a real sports league
Nashville PredatorsNHL
Phoenix MercuryWNBAMercury are AZ license partner for Bally Bet; Agreement includes a retail sportsbook to be built near the team's arena
Cleveland BrownsNFLThe Cleveland Browns and Bally’s announce a partnership ahead of the OH state launch
New York YankeesMLB
Bet365Cleveland GuardiansMLB
San Antonio SpursNBA
BetFanaticsColumbus Blue JacketsNHL
BetfredColorado RockiesMLB
Denver BroncosNFL
Cincinnati BengalsNFL
BetMGMBoston Red SoxMLBSports betting is not legal in MA (yet)
Detroit TigersMLB
Washington NationalsMLB
Houston AstrosMLBSports betting is not legal in TX (yet)
Cincinnati RedsMLB
Pittsburgh PiratesMLB
Richard Childress RacingNascar
Philadelphia 76ersNBA
Arizona CardinalsNFL
Baltimore RavensNFL
Denver BroncosNFL
Detroit LionsNFL
Las Vegas RaidersNFL
New York JetsNFL
Pittsburgh SteelersNFL
Tennessee TitansNFL
BetRiversDetroit PistonsNBA
Pittsburgh PenguinsNHL
Chicago BearsNFL
BetwayChicago BullsNBA
Cleveland CavaliersNBA
Dallas MavericksNBA
Golden State WarriorsNBASports betting is not legal in CA (yet)
Los Angeles ClippersNBASports betting is not legal in CA (yet)
Miami HeatNBA
Milwaukee BucksNBA
Minnesota TimberwolvesNBASports betting is not legal in MN (yet)
Philadelphia 76ersNBA
New Jersey DevilsNHL
Philadelphia FlyersNHL
Caesars SportsbookArizona DiamondbacksMLBDiamondbacks are AZ license partner for Caesars; Agreement includes a retail sportsbook to be built at the team's stadium
Chicago White SoxMLB
New York MetsMLB
Cleveland Cavaliers NBA
New Orleans PelicansNBA
New York KnicksNBA
Philadelphia 76ersNBA
Washington WizardsNBAPartnership includes a branded sportsbook inside the team's arena
Memphis GrizzliesNBA
Baltimore RavensNFL
Buffalo BillsNFL
Houston TexansNFLSports betting is not legal in TX (yet)
Indianapolis ColtsNFL
Las Vegas RaidersNFL
New Orleans SaintsNFLPartnership includes naming rights to the team's stadium: Caesars Superdome
Philadelphia EaglesNFL
New Jersey DevilsNHL
New York RangersNHL
Vegas Golden KnightsNHL
Washington CapitalsNHLPartnership includes a branded sportsbook inside the team's arena
Washington MysticsWNBAPartnership includes a branded sportsbook inside the team's arena
Circa SportsSan Diego PadresMLBThe sponsorship is listed under Circa Resort & Casino, which is the same location as Circa Sports
DraftKings SportsbookBoston Red SoxMLBSports betting is not legal in MA (yet), but DraftKings is headquartered in Boston
Chicago CubsMLBPartnership includes a branded retail sportsbook at Wrigley Field
Colorado RockiesMLB
23XI RacingNascarMichael Jordan owns the 3-driver team
Detroit PistonsNBA
Golden State WarriorsNBASports betting is not legal in CA (yet)
Houston RocketsNBASports betting is not legal in TX (yet)
Indiana PacersNBA
Los Angeles ClippersNBASports betting is not legal in CA (yet)
Minnesota TimberwolvesNBA
New York KnicksNBA
Philadelphia 76ersNBA
Sacramento KingsNBASports betting is not legal in CA (yet)
Baltimore RavensNFL
New England PatriotsNFLSports betting is not legal in MA (yet), but DraftKings is headquartered in Boston
New York GiantsNFL
Pittsburgh SteelersNFL
St. Louis BluesNHLSports betting is not legal in MO (yet), but is legal in neighboring IL
Boston BruinsNHLSports betting is not legal in MA (yet), but DraftKings is headquartered in Boston
Chicago BlackhawksNHL
Colorado AvalancheNHL
Detroit Red WingsNHL
Los Angeles KingsNHLSports betting is not legal in CA (yet)
New York RangersNHL
Nashville PredatorsNHL
Cleveland GuardiansMLB
FanDuelDetroit TigersMLB
New York YankeesMLB
DC UnitedMLSPartnership includes a branded retail sportsbook at the team's stadium
Brooklyn NetsNBA
Cleveland CavaliersNBA
Los Angeles LakersNBASports betting is not legal in CA (yet)
Memphis GrizzliesNBA
Portland Trail BlazersNBA
Orlando MagicNBA
Phoenix SunsNBASuns are AZ license partner for FanDuel; Agreement includes a retail sportsbook to be built at the team's arena
Baltimore RavensNFL
Buffalo BillsNFL
Denver BroncosNFL
Indianapolis ColtsNFL
New York JetsNFL
Washington CommandersNFL
New Jersey DevilsNHL
Buffalo SabresNHL
Detroit Red WingsNHL
New York LibertyWNBA
FOX BetPhiladelphia 76ersNBA
Philadelphia EaglesNFL
Fubo SportsbookHouston DynamoMLSSports betting is not legal in TX (yet); First sportsbook partnership with a Texas-based sports team
Cleveland CavaliersNBA
New York Jets
Hard Rock SportsbookMiami DolphinsNFLPartnership includes naming rights to the team's stadium: Hard Rock Stadium
Tampa Bay LightningNHL
Play SugarHouse SportsbookPhiladelphia FlyersNHL
PlayUp SportsbookNew Jersey DevilsNHL
Panther City Lacrosse ClubNational Lacrosse League (NLL)Yes, there is an indoor lacrosse league. The partnership is the largest team sponsorship arrangement in NLL history.
PointsBetDetroit TigersMLB
Austin FCMLS
Denver NuggetsNBA
Detroit PistonsNBA
Indiana PacersNBA
Colorado AvalancheNHL
Detroit Red WingsNHL
Chicago BearsNFL
Indianapolis ColtsNFL
Colorado MammothNLL
Sahara BetsArizona CoyotesNHLThe owner of the Coyotes also owns Sahara Bets
SuperBook SportsFC CincinnatiMLS
Baltimore OriolesMLB
Tipico SportsbookColorado RapidsMLS
Columbus CrewMLSCrew are OH license partner for Tipico; Agreement includes a retail sportsbook to be built at the team's stadium
Underdog SportsCincinnati RedsMLB
UnibetPhiladelphia EaglesNFL
Pittsburgh SteelersNFL
Stewart-Haas RacingNascar
New Jersey DevilsNHL
WagrNashville SCMLS
WynnBETCincinnati RedsMLB
Colorado RockiesMLB
Detroit PistonsNBA
Memphis GrizzliesNBA
Detroit LionsNFL
Indianapolis ColtsNFL
Las Vegas RaidersNFL
New York JetsNFL
Vegas Golden KnightsNHL

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.

UniversitySportsbook PartnerAdditional Information
University of ColoradoPointsBetCU was the first university to partner with a sportsbook, doing so in 2020 after sports betting was legalized in CO
Louisiana State University (LSU)Caesars Sportsbook
University of MarylandPointsBet
Michigan State UniversityCaesars Sportsbook

Professional sports leagues’ official sportsbook partners

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 LeagueSportsbook PartnerAdditional Information 
LPGABetMGM
MLBBally Bet
BetMGM
Betsafe
DraftKings
FanDuel
FOX Bet
theScore Bet
MLSBetMGM
NascarBarstool SportsbookPhoenix 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
NBABally Bet
Bet365
BetMGM
Betsafe
Betway
Caesars Sportsbook
DraftKings
FanDuel
PointsBet
theScore Bet
Unibet
NFLBetMGMThis multi-year agreement also extends to Canada
Betway
Caesars Sportsbook
FanDuelThis multi-year agreement with the NFL makes FD an official sportsbook partner in Canada
PointsBet
WynnBET
NHLBally Bet
Bet365
BetMGM
Betway
DraftKings
FanDuel
PointsBet
National Lacrosse League (NLL)BetMGMYes, there really is a National Lacrosse League and you can bet on their games
PGA TourBetMGM
BetPARXPGA Tour/Memorial Tournament is BetPARX license partner in OH
DraftKingsPGA 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)DraftKingsYes, there really are TWO lacrosse leagues in America. And you can bet on both of them!
UFCDraftKings
WNBAFanDuel
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?).

VenueCitySportsbook PartnershipAdditional Information
Nationals ParkWashington, DCBetMGMPartnership includes a retail sportsbook on-site and online betting available within three blocks of the stadium
Capital One ArenaWashington, DCCaesars SportsbookPartnership includes a retail sportsbook on-site and online betting available within three blocks of the stadium
Phoenix International RacewayPhoenix, AZBarstool SportsbookPIR is the license partner for Barstool in AZ. Partnership includes a retail sportsbook on-site
Caesars SuperdomeNew Orleans, LACaesars SportsbookFirst NFL stadium to have a naming rights agreement with a sportsbook
Prudential CenterNewark, NJCaesars SportsbookPartnership includes a branded club area inside the arena
Little Caesars ArenaDetroit, MIPointsBetPartnership includes branded sports bar inside the arena
Madison Square GardenNew York, NYCaesars SportsbookCaesars is the official sportsbook of Madison Square Garden, the world's most famous arena
New York, NYBetMGM SportsbookBetMGM 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 CenterChicago, ILFanDuelPartnership includes a retail sportsbook on-site
Ball ArenaDenver, COPointsBetPartnership includes a branded club area inside the arena
Allegiant StadiumLas Vegas, NVWynnBETPartnership includes a branded field-level VIP club area in the stadium
Chase FieldPhoenix, AZCaesars SportsbookChase Field is the license partner for Caesars in AZ. Partnership includes a retail sportsbook on-site
TPC Scottsdale/PGA TourScottsdale, AZDraftKingsTPC Scottsdale is the license partner for DraftKings in AZ. Partnership includes a retail sportsbook on-site
Footprint CenterPhoenix, AZFanDuelThe Suns play in Footprint Center. The NBA team is the license partner for FanDuel in AZ. Partnership includes a retail sportsbook on-site
Audi FieldWashington, DCFanDuelPartnership includes a retail sportsbook on-site and online betting available within three blocks of the stadium
Wrigley FieldChicago, ILDraftKingsPartnership includes a retail sportsbook on-site
Rocket Mortgage FieldhouseCleveland, OHCaesars SportsbookPartnership includes a retail sportsbook on-site
Yankee StadiumNew York, NYFanDuelPartnership includes "VIP hospitality accommodations" at the stadium
Citi FieldQueens, NYCaesars SportsbookPartnership includes a branded sportsbook lounge inside the stadium
Indianapolis Motor SpeedwayIndianapolis, INCaesars SportsbookPartnership includes a branded sportsbook lounge inside the stadium

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/companySportsbookAdditional Information
Associated PressFanDuelThis is the first partnership between a sportsbook and a mainstream media entity
The AthleticBetMGM
CBS SportsCaesars Sportsbook
ESPN (digital and cable)Caesars Sportsbook
DraftKings
FanDuel
FOX SportsFOX Bet
MSG NetworksCaesars SportsbookCable channel that broadcasts Knicks and Rangers games
NBC SportsPointsBet
Pat McAfee ShowFanDuelPopular podcast hosted by former Colts punter Pat McAfee
TNTFanDuelNBA on TNT has partnered with FanDuel for its pre-and post-game shows and game broadcasts
DraftKingsNHL on TNT has partnered with DraftKings for its pre-and post-game shows and game broadcasts
USA Today/GannettTipicoOfficial Tipico odds are featured in all USA Today sports content
Yahoo! SportsBetMGMBetMGM odds and betting information is featured in all Yahoo! Sports content
Sinclair Broadcast GroupBally's

Celebrity partnerships with sportsbooks

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.

SportsbookCelebrity/Athlete PartnerAdditional Information
Bet365Aaron PaulEmmy-winning actor
BetfredRod SmithFormer Denver Broncos WR
BetMGMChris CheliosFormer NHL hockey player
Connor McDavidEdmonton Oilers star player (first current NHL player to be sponsored by a sportsbook)
Jamie FoxxOscar-winning actor
Wayne GretzkyThe Great One
Jalen RoseFormer NBA player
Kevin GarnettFormer NBA MVP
Barry SandersFormer NFL MVP
BetRiversJerome BettisFormer Pittsburgh Steelers RB
Mike DitkaFormer NFL coach
Joakim NoahFormer NBA player
Bobby ValentineFormer MLB manager
Caesars SportsbookManning FamilyEli, Cooper, Archie, and Peyton all appear in Caesars TV ads
JB SmooveTelevision actor and Caesar in the Caesars Sportsbook TV ads
Halle Berry(!)Oscar-winning actress. Also Cleopatra in the Caesars TV ads (seriously)
Henrik LundqvistFormer NHL goalie
DraftKingsJerry RiceFormer NFL receiver
Bryson DeChambeauPGA Tour golfer
FanDuelJordan SpiethCurrent PGA Tour golfer
Charles BarkleyFormer NBA MVP
Gila River CasinosJae CrowderPartnership is with the casino, not the sportsbook (BetMGM is the online skin for Gila River) but Jae is a current NBA player
PointsBetNotah BegayFormer PGA Tour golfer
Drew BreesFormer NFL quarterback
Richard HamiltonFormer NBA player
Devin HesterFormer NFL player
Paige SpiranacProfessional golfer and media personality
Trailer Park BoysCanadian comedy series
SuperBookMichael ChandlerUFC fighter
TwinSpiresBrett FavreFormer NFL player
WynnBETBen AffleckOscar-winning actor
Allen IversonFormer NBA player
Nick MangoldFormer NFL player
Robert MathisFormer NFL player
Chad OchocincoFormer NFL player
Shaquille O'NealFormer NBA player/current television personality
MaximBetCharlie BlackmonCurrent MLB player
Nicki MinajRapper

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.

Ted Dahlstrom

Ted Dahlstrom

Ted Dahlstrom works in the Seattle area as an Evergreen & Commercial Content Manager for Better Collective. Ted’s background is in government and communication, but his passion is writing about sports and sports betting, which led him to BC in an unexpected alignment. He avidly supports all the Seattle sports teams and Gonzaga basketball.

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