Official betting allows fans to better understand the odds of winning or losing a game. But odds are not always easy to understand, especially when many factors come into play. This is why NFL teams have partnered with sports betting operators to integrate gambling content into their broadcasts and in-stadium experiences. The NFL expects to generate $270 million in revenue this year from official sports betting. Other sportsbooks may also sign agreements with NFL teams and integrate their betting content into their broadcasts.
In 2018, sports betting was legalized in the U.S. for the first time. To meet consumer demand and increase the level of consumer protection, the NFL sought to create an official betting solution that would satisfy these needs. They wanted an official data product that would provide a comprehensive set of in-race bet-types and allow sportsbooks to take bets on every lap of the race. With this data-powered solution, the NFL is able to provide a unique, live betting experience for fans from across the regulated states.
In addition to a multi-year marketing and content deal with The PGA TOUR, the organization announced that bet365 would become the first official betting operator outside of North America. The company, which is headquartered in Stoke-on-Trent, UK, will be the exclusive source of odds on leaderboards, player pages and the TOURCast, an online platform that provides 3d renderings of every shot during the tournament.