Thursday was a big day for the Philadelphia Eagles. Not only did the team post a miraculous come-from-behind win against the New York Giants but it also cemented their partnership with Unibet, one of the pre-eminent sports betting brands in the US market. Unibet, who had already been serving as an Official Casino Partner of the team added the title of Official Sportsbook Partner to their portfolio.
The Philadelphia Eagles have not been shy about aligning themselves with sports betting providers. The team now has three NFL betting sponsorship deals after adding Unibet to FOX Bet and one of the biggest DFS providers on the planet into their fold. It truly is a sign of a new era in the NFL and a complete departure from the stance the league had on sports betting only a few short years ago.
It was November 2019 that Kindred Group’s brand Unibet announced their Official Casino Partnership with the Philadelphia Eagles which gave the sports betting provider, among other things, a permanent branding presence at the home of the Eagles, Lincoln Financial Field. Unibet signage is visible in the stadium’s main concourse on the northwest suites and is also visible on the stadium’s digital billboard dubbed the “Eagles Nest Tower”.
Unibet has, through the existing partnership, gained a presence on the Eagles’ digital and print outlets which include the team’s social media channels, publications, and even on the team’s website PhiladelphiaEagles.com.
A lot of the heavy lifting that goes along with an Official Sportsbook partnership of its type has already been done, making an expansion of the Eagles/Unibet relationship an obvious next step.
What the Sides Are Saying
Building upon the existing relationship has to be seen as a win for both sides of the deal and they haven’t been shy about showing their excitement about Thursday’s announcement.
Arnas Janickas, VP Marketing US of Kindred Group, said: “For us, this is an exciting add on to a very successful working relationship. This means that we can extend our collaboration with the Philadelphia Eagles and provide their fans with unique, innovative experiences throughout our partnership, which we hope will last for a long time.”
Catherine Carlson, Senior Vice President of Revenue and Strategy at Philadelphia Eagles, added: “We are excited to grow our existing partnership with Unibet through new opportunities and initiatives. It has been rewarding to work with Unibet over the past year and we look forward to a successful future with them.”
Eagles Build Upon Partnership Base
The Philadelphia Eagles have been one of the more progressive pro sports franchises in the US with regards to their willingness to embrace the legal sports betting industry. Once the NFL changed their rules this past offseason to allow for sports betting partnerships, the Eagles were one of the first to take advantage.
FOX Bet was the first to jump on the Eagles’ willingness to sign on with a sports provider. On September 15 the two sides announced a multi-year sponsorship agreement which included a groundbreaking FOX Bet branded interactive studio and lounge at Lincoln Financial Field.
On October 1, one of the two DFS giants signed on with the Eagles in another multi-year deal becoming an official daily fantasy and sports betting partner. And this week saw Unibet brought on.
Partnerships between North American pro sports teams and leagues continue to evolve with little reason to think there is any impending slowdown. With more states coming into the legal sports betting fold, we will see more teams sign their own partnership deals.
Like it or not, it has become clear that the relationship between North American pro sports teams and legal sports betting providers is here to stay.