Betting on the Steelers: How NFL Casino Deals Change the Game
After the overturning of the PASPA Act in 2018, the major sports leagues started entering into sponsorship agreements with casinos. When people gather to watch a match, they feel excited, and if they see betting odds displayed on screens and the logos of casinos on banners, it can encourage them to place bets.
Casinos can benefit in terms of credibility from their association with top NFL teams. For teams like the Steelers, partnering with casinos reshapes how fans engage with the games and how the team generates revenue.
Key sponsorship deals
The NFL began opening to various casino partnerships in 2021 when Caesars Entertainment became the official sponsor. DraftKings and FanDuel also became sponsors in the same year, and BetMGM was the fourth large sponsor. Each sponsor had perks, including the ability to promote their brand to viewers and participate in high-profile events.
This opened the door for the Steelers, and it wasn’t long before offers from potential partners came in. In November 2020, the Steelers entered a gambling partnership with BetMGM. This granted the casino the presenting sponsorship of the “Steelers Kickoff” pregame show and prominent in-stadium signage. The brand was included in broadcast and radio programming and had a digital marketing presence.
In the following year, the Steelers kicked off a full-season promotion with Parx Casino, whose app offers online casino play and built-in betting odds for matches. The Steelers were able to build experiences for local fans across digital and social channels, including all-expenses-paid trips to away games. Casino-sponsored promotional events allowed fans to connect with their favorite team in many ways.
A changing legal landscape
The NFL had a cautious stance towards gambling for decades. However, this attitude has changed with the increasing legalization of sports betting. Partnerships with casinos provided NFL teams with fresh revenue streams. This changed how they reached their fans and kept their franchises competitive. Today, they can stay at the forefront of an NFL that is increasingly being defined by brand visibility not only inside but outside the stadium, too.
Advantages for casinos
In exchange for the financial support, casinos can promote their brands and perform on-site and digital activities to attract new players. Casinos can gain visibility and legitimacy when they align with a sports brand like the Steelers. Fans who follow social media accounts of top players in the NFL may end up betting on platforms they support.
Benefits for leagues
Leagues can use the money to pay players and attract top talent. Some of the money goes towards buying expensive equipment and organizing quality tours. Leagues can integrate new fan engagement tools and create events that extend the brand into the daily lives of fans. The partnerships with casinos also attract more fans, which results in more revenue.
NFL-casino partnerships are reflected in many layers of sports, including in sports stadiums. After the deal with Caesar’s Entertainment, the Superdome was renamed the Caesars Superdome. It is the home turf of the NFL.
Sports stadiums often feature areas devoted to hospitality suites or interactive gaming lounges. This can help with engagement, especially of younger fans who expect multi-channel entertainment.
The latest sponsorship deals also prioritize responsible gaming. As part of BetMGM responsible gaming initiative this year, GameSense messages promote safe wagering features at Acrisure Stadium.
Benefits for the Steelers
The best Steelers players play matches at Acrisure Stadium, the home turf of the team. Rivers Casino may not be an official sponsor of the Steelers, but it shares a mutually beneficial collaboration. Rivers Casino is regarded as an extension of the stadium where fans can watch the matches and place their bets. The casino co-hosted the DVE Rocks training camp and jointly sponsored initiatives such as expanded fare-free transit access near Acrisure Stadium.
The Steelers are positioning themselves as a franchise that is ready to embrace the future. The team’s forward-looking strategy is enabling penetration into all facets of the lives of fans – game-day activities, broadcasts, apps, and beyond. The Steelers get more revenue, extend brand reach, and gain a strong foothold in the entertainment-driven sports economy.
