Marketing and Sponsorship

NFL collects record $1.8B from sponsorship revenue in '21 season

Sports partnerships consultancy firm IEG said that the NFL's sponsorship agreements from "betting firms and technology companies helped the NFL lure a record" $1.8B in sponsorship revenue this past season, according to Jabari Young of The NFL's figure is a 12% increase year-over-year from $1.62B it made in the '20 season. The league earned $1.47B from sponsorships in the '19 season. Sports gambling companies, casinos, and lotteries "saw the most significant spike in NFL sponsorship agreements." DraftKings, FanDuel and Caesars became sportsbook partners in '21 after the companies "struck five-year pacts worth just under $1 billion combined." The NFL also "landed secondary deals" with BetMGM, WynnBet, FoxBet and PointsBet. Although gambling sponsorships saw the biggest increase in the NFL’s '21 season, tech deals "ranked first in absolute dollar figures for 2021, led by Microsoft." The tech giant "has an on-the-field deal with the league, which uses Microsoft’s Surface tablet." That agreement is "worth roughly $100 million per year." Gambling deals "ranked second," and alcoholic beverage deals "ranked third." The NFL "put its wine and champagne rights up for auction" but "has yet to strike a partnership for that category." The NFL is "taking a wait-and-see approach toward deals in the cryptocurrency space" (, 1/26).

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