NFL's Eagles and Fox Bet Sign Sports Betting Partnership Deal
The rash of NFL teams signing on with sports betting providers continued with mid-week announcements that the Philadelphia Eagles and New York Giants have joined the ranks of those with partnership deals. FOX Bet was fortunate enough to land a deal with one of the big NFL fish, Philadelphia Eagles while one of the two global mega-DFS providers has signed on with the New York Giants.
Both partnerships are more notches in the belt of the legal betting industry. Prior to this year, the NFL had been especially leery about allowing the platform to have anything to do with their sport. The trend of team/betting provider mergers is likely to continue with more teams and providers lining up to take advantage of some serious merger momentum.
The Deal
Fox Bet is the sportsbook that landed the partnership in Philadelphia and a Pennsylvania market that has consistently ranked in the top-3 bet-friendly states in America. It is said to be a multi-year deal that follows the framework of other recent partnership agreements in which each side of the affiliation work to cross-promote.
Included in the Philadelphia partnership is brand mentions on all Eagles broadcasts, including digital and social channels. There will be prominent branding signage throughout the stadium that will be highly visible for both in-person and TV audiences. The deal grants Fox Bet the ability to use official Eagles logos and trademarks on their sites.
Fox Bet will provide Eagles-focused content on their site and the team’s fans will gain access to a host of promotions and perks before, during, and after Eagles games.
A Studio
Along with the deal comes a new 4,000-square-foot FOX Bet branded interactive studio at Lincoln Financial Field that will not only feature the betting provider’s branding but also have Eagles' on-air personalities including legends of the sport appearing, as well as recognizable names from existing Fox Bet media channels. It will provide exclusive customized content and top-notch entertainment geared toward the throngs of hardcore Eagles fans.
The studio will begin immediately producing “Eagles Edge”, a new media production that will air on the team's digital channels following all Eagles games including the Eagles Official YouTube channel, the Eagles Official Mobile App, PhiladelphiaEagles.com, and Eagles social channels.
"This new, fully integrated partnership with FOX Bet has enabled us to reimagine the way we deliver content to our fans in a fun and innovative way," said Catherine Carlson, Senior Vice President of Revenue and Strategy, Philadelphia Eagles. "Every week during the NFL season, this new interactive studio will bring Eagles fans closer to the game through exclusive access and interviews, football commentary from some of the biggest on-air FOX Sports personalities, and many other surprises along the way. We look forward to growing our partnership with FOX Bet, an industry leader that continues to expand its footprint in the Philadelphia market."
Fox Bet Building on Pennsylvania Presence
Fox Bet has become a major factor in the sports industry in the state of Pennsylvania. Their deal with the Eagles comes on the heels of a similar deal the betting provider signed with the Philadelphia 76ers of the NBA in November.
The Fox Bet lounge at Lincoln Financial Field could be the biggest news for the provider out of this deal. Once fans are allowed back in the stands at Eagles games, the lounge should be a popular destination for not only football fans but avid bettors on the sport.
What It All Means
The NFL, if not already, is officially all-in on the sports betting aspect of their league. The embrace has been quick and it has been widespread. We are already seeing betting content creeping into almost every aspect of our NFL viewing experience, from the game previews we read to the conversations of the on-air personalities before, during and after the games.
Like it or not, the subject of legal sports betting in our society is here to stay. The bad will from the past seems like a distant memory as leagues, teams, betting providers and even fans look to cash in on their Sundays on the couch.
