The National Football League (NFL) attracts incredible TV audiences worldwide, with an average of 17 million views per game in 2023 and 62.5 million viewers for Super Bowl LVIII in March 2024. While the NFL historically has the largest number of fans in the United States of America (US), it also has millions of fans in Europe and other nations. Although sports culture still drives NFL popularity worldwide, marketing and sports betting are different reasons the NFL is such a hit.
Fan interaction has increased over the past decade with the legalization of fantasy sports and sports betting. According to the American Gaming Association, the overall total bets on the NFL reached a record $35 billion in the 2024 season. For context, this is up by 30 percent from 2023. A deal with sportsbooks gives the NFL market share and revenue growth, driving insane fan growth in the NFL.
Major sponsorship deals
The NFL is an absolute giant on TV, as it boasts a significant part of the watched broadcasts of 2024. Whenever there is a massive viewership like this, companies always seek sponsorship for promotion. Last season, the NFL’s 32 teams raised an estimated $2.35 billion in sponsorship revenue, a new report from sponsorship monitoring company SponsorUnited reported. That’s 15% more than the year before and more than half more than the NBA and MLB.
Among the major companies that the NFL partners with include Sportsbook Partnerships, such as BetMGM DraftKings.
In 2018, the Dallas Cowboys officially became the first NFL team to partner with a casino and agreed to a new multi-year partnership with Aristocrat Gaming. The partnership is a win-win situation for both the Cowboys and the sportsbook. The Cowboys enjoy a considerable sponsorship deal while Aristocrat Gaming gets to promote their platform on a major platform, each gaining access to a $45 billion market by 2030
Large sponsorship agreements grow commercial spheres and allow sports fans to try betting with legal and authentic sites. When working with betting brands, advertisers can target some audience segments that are open to sports betting. This tactic reaps the rewards of a huge audience and will scale over the coming years.
The boom of legal Sports betting
The 2018 Supreme Court verdict unlocked legal sports betting in many states across the US, gradually making way for the NFL to embrace the gambling industry through partnerships and sponsorships. The eventual approval of legal sports betting in 38 states has created a boom. According to the New York Times, nearly 25 million more Americans bet on sports in 2023 than in 2018, wagering more than $115 billion on sports. Sports betting is also increasing outside the US, with emerging markets in the Middle East, Africa (MEA), and Asia.
The sports betting boom is not unconnected to an increase in gambling companies' ad spending. MediaRader, an advertising intelligence agency, reports that gambling companies spent about $508 million on television ads in 2023. This is an important factor driving the acceptance and growth of gambling in the US. The potential permission to gamble in all 50 states will increase interest in the betting market and attract more sponsorship deals with the NFL.
The large-scale normalization of sports betting is leading cultural change globally, especially in the US. Many options also contribute to accepting casual betting for those with different strategies. There has also been a change in how fans engage with the game, with more fans interested in players’ performance and betting on almost any aspect of the game.
The NFL’s international expansion
Beyond the US, the NFL is exploring partnerships to expand its presence, especially in Europe. For example, the NFL drives engagement through enhanced fan experiences and cultivates a passionate fanbase in Germany, where the league regularly hosts games. The NFL is actively promoting flag football, which will now be part of the 2028 Los Angeles Olympics. Expanding the league globally will expand viewership, fanbase, and market penetration.
The NFL also invests heavily in gambling, using various mediums to display ads and attract interested bettors. While there are strict gambling regulations for players and employees, the cultural shift from no-gambling to pro-gambling is rewarding the NFL. Today, many bettors follow NFL teams and monitor stats when placing bets.
The league calls its international plans the “International Home Marketing Areas.” It continues pushing its sponsors and partners to work with players to promote fan engagement and community services and strengthen its brand image.
Responsible gambling partnerships and social responsibility
Partnering with organizations like the National Council on Problem Gambling (NCPG) is another way the NFL grows its fanbase and impacts the gambling industry. The NFL promotes responsible gambling through initiatives that raise awareness and resources for those who need help. The league provides funding that supports three key NCPG initiatives, including the 1-800-Gambler national helpline service. The NFL also invests in gambling education for diverse demographics and engaging social responsibility initiatives. The NFL builds trust and loyalty among its fanbase through charity events, social justice initiatives, and programs, showing that they matter to the league.
Media partnerships and digital engagement
The intersection of the NFL and sports betting is complete with media partnerships and digital engagement, which drive viewership and further its media coverage. The collaboration with IMG, for instance, ensures the NFL’s social media strategy is on track and fans worldwide can follow activities from their smartphones.
The NFL also delivers real-time footage and archival data through its partnership with VAST Data to streamline media content streams. These partnerships are important for building digital communities around NFL teams and games, kindling global interest, and attracting more fans. They are also crucial for bettors who want quick access to players’ stats and team news when betting.
Closing Thoughts
Online casinos are integral to how the NFL expands inside and outside the US. Fans can wager markets on their smartphones and desktops and easily find NFL team information. A relationship with a sportsbook also helps to project the NFL into the spotlight with personalized ads that draw on high-end analytics, real-time information, and customization. Most new NFL fan wagerers learn about the league via betting ads, influencer campaigns and social media.
