The National Football League received almost $1.8 billion over the 2021-22 season, much of it coming from gambling sponsorship revenue. Sponsorship firm IEG said the NFL earned more than any other pro sports league and more than it derived in 2019.
IEG’s report said that gambling sites and technology companies heavily contributed to the record revenues, according to UPI.
“It’s not coming from traditional places,” IEG global managing director Peter Laatz told CNBC. “Not only are we seeing emerging talent on the field; we’re seeing emerging categories.”
The money came from tech partnerships, followed by sponsorships with gambling and alcohol companies. Lotteries, casinos, and sports gambling represented the largest increase in NFL sponsorship deals, while tech deals brought in the most dollars.
Verizon’s deal is valued at more than $300 million a year. The carrier signed a new 10-year deal in September. Microsoft has a $100 million dollar per year NFL agreement and Anheuser-Busch pays the league more than $250 million each year.
s Sports will provide Betway with its digital marketing and free-to-play tools.
“We’re thrilled to add Genius Sports’ LiveData and LiveTrading solutions for NFL betting to our existing partnership with them,” said Anthony Werkman, CEO of Betway. “As our brand continues to grow globally, we are constantly seeking new ways to enhance the customer experience, and this data and technology achieves that.”
Said Mark Locke, CEO of Genius Sports, “As one of our long-term official data partners, Betway has always invested in a world-class product for its customers worldwide. The Betway brand is growing rapidly across the U.S., and we’re thrilled to be helping accelerate this expansion with our premium official sports betting feeds, live streaming and fan engagement solutions.”
