The placement of gambling ads on football games shows how much the NFL has changed in its approach to the game.
long part of the DNA of the National League of football. Two of his founding fathers, Art Rooney and Tim Mara, were gamers.
Rooney funded the early years of the Pittsburgh Steelers with a small fortune that he won at the Saratoga Race Course. Mara, her close friend, was a bookmaker who bought the New York Giants for $ 500.
For decades, N.F.L. officials have gone to great lengths to keep the league away from tens of billions of dollars wagered on its games - legally in Las Vegas but also with offshore sports betting shops, in office and bar pools and among illegal bookies . The N.F.L. supported the Illegal Internet Gambling Prohibition and Enforcement Act of 2006 and fought New Jersey efforts pto allow its casinos and racetracks to take bets on football matches.
"We try to do everything possible to ensure that our games do not are not betting vehicles ", Joe Browne, an NFL spokesperson, told Hfrance.fr in 2008.
" We have been charged to allow the game because it is good for the popularity of the game, "he added. "If this is true, then we have wasted hundreds of thousands of dollars opposing gambling on our games. Once sold as a principle stand, however, more recently has given way to a much larger stand. As football betting skyrocketed in a multi-billion dollar industry and state after state moved to legalize it, the NFL was left with a difficult choice: to continue to fight gambling. on its games, or adopt it in exchange for a sig discountnificant casino marketing dollars.
And this the money the league once spent lobbying against gambling? This season, the N.F.L. is to recover everything. And then some.
On opening weekend, celebrities such as Ben Affleck, Martin Lawrence and Jamie Foxx made headlines for the nfl game broadcasts, start bets in one click with a WynnBET, DraftKings, FanDuel or BetMGM account. The NFL network first included betting lines on its teleer.
Late or not, the adoption of the game by the NFL is, eh well, lucrative. League and industry pundits expect gaming company revenue to be for the N.F.L. and his teams in the hundreds of millions of dollars this season.
"Over the next 10 years, this will be an oMore than $ 1 billion opportunity for the league and our clubs, ”said Christopher Halpin, NFL director of strategy and growth.
A little over three years after the Supreme Court repealed a federal law that prohibits ted sports betting in most states, corporations of sports betting meet an enthusiastic audience. GeoComply Solutions, a company that uses geolocation to help confirm that bettors playing online are doing so from places where betting is legal, said it processed 58.2 million transactions in the United States over the weekend. -end of the NFL 's opening, more than double what it processed over the same weekend last season.
" We expected high volumes, but what we didons vu surprised us nonetheless, ”said Lindsay Slader, CEO of GeoComply, which is based in Canada. "The level of demand in new markets, such as Arizona, indicates that consumers have long awaited the possibility of legally placing a sports bet.
The company said the bets came from 18 US states and the District of Columbia. Soon more states are expected to join.
New York has approved online betting and is in the process of determining which operators will be allowed to take bets. And sports betting metrics are under consideration in heavily populated states such as California, Texas and Florida, where sports betting operators are spending a lot to gain a foothold.
" You have to consider the size of the award, "said Craig Billings, Managing Director of Wynn Interactive. "I think thatthis is going to be the same market size as the commercial casino industry in the United States, $ 40 billion a year or more. "
C This is why he hired Affleck to direct and star, alongside Shaquille O 'Neal, in a , and his company plans to spend over $ 100 million in throughout the NFL season.
"Being part of the in-game broadcast is important. mentioned. " C 'is a shot that must be fired. "
WynnBET is hardly alone.
Until September 9 of this year, DraftKings spending on national television increased 98% compared to the same period a year earlier, while FanDuel spending more than doubled ,according to estimates by research firm iSpot.TV.
Overall, gambling companies spent 7.4 million dollars in s in the first week of prime-time games, which is 9% more than in last year's opener Thursday, Sunday and Monday evenings. according to estimates from EDO, a television measurement platform.
"The dollars are starting to pile up," said John Bogusz , executive vice president of sports sales. and marketing for CBS Sports.
The network has seen an increase in interest for the NFL broadcast this year. Bogusz attributed "a good portion " of the growth to sportsbook ads.
"Overall, volume is up among all advertisers, but that 's also added, "he said. "I thinkthat it will continue to grow. "
Dan Lovinger, executive vice president of ad sales for NBC Sports Group, said during a conference call that the rise of sports betting operators was "recalling the opening of the fantasy category ". mercials to gain a wider audience for daily fantasy games, where fans pay an entrance fee for Putting together rosters of real soccer players to play against rosters of other fantastic players.
The blitz worked. Sort of.
The campaigns drew not only customers but also the attention of regulators and drew complaints from viewers who grew weary of the repetitive reports. Both companies spent the money. fortunes in lawyers and lobbyists and have remained intact to turn to sports betting.
The average amount of actual game action during a three-hour broadcast of an NFL game lasts about 11 minutes. Halpin said internal league research has shown that among her fans aged 21 and over, around 20 percent were frequent sports bettors who were mostly young and male, and that 20 percent - mostly women over 55 - were "rejectors." active ”.
To overcome this divide and persuade those in the middle, the NFL has decided to limit sports betting announcements to one per quarter as well as one pre-game and halftime spot - six total per broadcast.
He also largely avoided talking about odds and spreads directly during the biggest NFL game broadcasts.
"We must avoid oversaturation of the game with discussions about sports betting or risquer alienating the fans "said Halpin. " My mom loves her NFL, but she doesn't want to talk about gambling. "