Fanatics Sportsbook set to become an official NFL partner sportsbook

• Fanatics Sportsbook is set to become an official NFL betting partner and sportsbook
• This comes after several similar NFL deals with sportsbooks lapsed
• Fanatics is paying an undisclosed amount with the official partnership not yet officially announced

Fanatics Sports has reportedly secured a partnership with the National Football League, paying the sports organization an undisclosed amount of money to become its official sportsbook partner.

The news was first broken by Sports Business Journal, with an official announcement yet to be made by the two parties involved. If true, this is a major coup for the fairly new sportsbook, as it allows it to attach the NFL’s iconic logo to its own branding - the signature flag that is associated with the Fanatics name and services.

The new partnership could be an opportunity for the NFL to restart its ties with the sports betting sector, as previously the league had "exclusive partnerships" with several operators at the same time, including DraftKings, FanDuel and Caesars.

According to reports, including NBC Sports, FanDuel and DraftKings may be negotiating deals themselves. In the meantime, the Fanatics-NFL deal will carry certain perks, with the Fanatics Sportsbook and Casino gaining VIP hospitality assets, marquee event experiences, and access to the Big Game.

Caesars is not expected to renegotiate its deal, however, based on current reporting. Fanatics Sportsbook will leverage the NFL’s vast intellectual property assets and use them for activations, promoting events, and more, with the company’s sports betting operations up and running in 22 states as well as Washington, D.C.

Super Bowl drives huge revenue for sportsbooks

While other details remain slim, the partnership comes at a good moment for Fanatics, which continues to build up its sports betting footprint in the United States. Betting on the Super Bowl and the NFL in general remains strong and has been steadily driving revenue for operators.

In the meantime, Fanatics Sportsbook has vowed to take care of abusive bettors and has created a pioneering effort to restrict accounts of people known to abuse athletes over failed wagers or the athletes’ performance.

Fanatics is openly sharing information with other operators in a bid to enact industry-wide change.

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