US sports betting operator PointsBet has been named the official sportsbook partner of the National Football League (NFL), as the American sports space increasingly looks to engage with the betting sector.
The agreement will see PointsBet secure sponsorship opportunities and brand visibility throughout the 2021 season, conducted across televised advertising as well as integrations over digital assets.
Furthermore, the NFL will feature PointsBet marketing across its own networks, as will its full range of media partners, whilst the sportsbook will also be able to leverage the league’s official data in order to enhance its odds and overall customer experience.
Johnny Aitken, PointsBet USA CEO, remarked: “The PointsBet team is excited to become an Approved Sportsbook Operator of the NFL leading into the 2021/22 season, as the relationship will be a cornerstone for PointsBet to provide the fastest and most comprehensive in-play betting experience in the world.
“Through our fixed odds and unique PointsBetting platform, we seek to offer the most NFL pre-game betting options. This relationship now complements that pre-game offering with a heightened in-play experience as we continue to expand our national footprint on a more seamless and reliable app across every customer touchpoint.”
The partnership builds on PointsBet’s pre-existing engagement activities with American football, having struck an arrangement with former New Orleans Saints quarterback Drew Brees.
As a result of the deal, Brees has been named a brand ambassador for the sportsbook work to strengthen the cooperation between PointsBet and NBC Sports, joining the broadcaster this season as an analyst for the Monday Night Football programme.
Outside of American football, the operator serves as the official authorised gaming partner of the Women’s National Basketball Association (WNBA) and the Detroit Red Wings of the National Hockey League (NHL), whilst the latter tournament took an equity stake in the sportsbook under the terms of a multi-year partnership signed in February 2021.