In 2018, PASPA, the legal act that outlawed sports betting in most American states, was overturned. This allowed large leagues like the NFL to enter sponsor relationships with casinos and bookmakers. At first, the approach was hesitant, with both sides testing each other out, but over the years, it gained force and blossomed into long-term partnerships.
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Rivers Casino in Pittsburgh, PA.
The Pittsburgh Steelers, with an almost century-long history, have managed to attract three big-name casino sponsors at once. Who are they, and do the advantages of such deals outweigh the drawbacks? Maybe it’s time to find out.
NFL's Casino Collaborations
Why are casinos interested in striking partnerships with various sports leagues like the NFL in the first place? It all comes down to better publicity, which translates into bigger profits. If people want to play pokies, they can consult OnlinePokiesMates Australia and find a vast pick of casinos with attractive bonuses and transparent policies. However, they fall into the segment of an active audience who already gamble in their everyday life. How about the passive audience, like all the people who might enjoy sports betting but who never think about it because it’s just not on their radar?
That’s what NFL and casino collaborations are for. As soon as people gather to watch a match, the excitement kicks in. They all have their ideas about who might win and how it will happen, and when they see the betting odds displayed right on the screens, with casinos’ logos decorating the banners, many feel curious enough to place a bet.
Here are the major casino sponsorship deals of the NFL:
- Caesars Entertainment became the official NFL sponsor in 2021.
- In the same year, DraftKings and FanDuel joined the sponsorship program.
- BetMGM became the fourth large-scale partner to support the NFL as a sponsor.
Each sponsor received their perks, such as the ability to display their brand to all the viewers and take part in other high-profile events. Caesars Entertainment also got an exclusive right to rename the Superdome, the home turf of the NFL.
Key Deals Involving the Steelers
Realising that the NFL was carefully starting the series of profitable casino partnerships, the Pittsburgh Steelers decided to follow suit. They didn’t have to wait long, as potential sports betting and gambling partners came flooding in.
- BetMGM. In November 2020, the Steelers announced that they had entered their first gaming partnership with BetMGM by allowing this brand to participate in their pregame show, launch in-stadium campaigns, and use the brand itself in its marketing.
- Parx Casino. The Steelers entered the full-season promotional campaign with Parx Casino in 2021, granting it the right to use its logo across various digital channels.
- Rivers Casino. While this casino cannot be called an official sponsor of the Steelers, the two certainly share a mutually beneficial collaboration: the Steelers even invited the Rivers Casino to their DVE Rocks training camp.
If it weren’t for the NFL opening the gates, the Steelers might not have entered casino partnerships on their own.
Sponsorship Terms and Value
You already know how casinos benefit from sponsorship deals, but what’s the advantage for leagues like the NFL and the Steelers specifically? The money they get and invest in paying their players, purchasing more talented stars for the teams, organising quality tours, and buying top equipment is the most obvious reason. There is also increased fan engagement, which results in better revenue, because partnerships with casinos attract an additional segment of the audience.
As for the conditions of the contracts, they are not disclosed openly. However, we do know that in exchange for financial support, casinos get a chance to display their brand attributes, perform digital and on-site activities to attract new players, and, when it comes to BetMGM and Parx, integrate betting odds right into the apps and screens with matches.
Stadium Branding Changes
The NFL stadium reflects the partnerships between the teams and casinos. Here are the facts you should know:
- The home turf of the NFL, the Superdome, has been renamed as Caesars Superdome after the deal with Caesars Entertainment.
- Acrisure Stadium, the field of the Steelers, displays various on-site attributes of BetMGM, such as their responsible gambling program.
- Rivers Casino is considered the extension of the Acrisure Stadium, where fans meet to place bets, watch and discuss the matches, and have fun.
Such changes demonstrate the in-depth penetration of casino-NFL partnerships into every layer of sports events.
Fan Reactions and Concerns
In 2024, the size of the sports betting market totaled over 70 billion U.S. dollars, with online betting accounting for 60% of the revenue. It means that millions of fans are eager to place bets and win money from doing something they love; however, it doesn’t mean that no one has any concerns.
The overwhelming number of betting ads makes people worry about the increase in possible betting addictions. Casino-branded content posted on the NFL’s and the Steelers’ social media raises concerns about young fans being exposed to this undoubtedly adult part of leisure.
Finally, some people feel suspicious about the Steelers’ integrity now that they’ve entered into several casino deals. What if some matches become fixed as a result? There is no proof of such allegations, but concerns exist, and they aren’t going anywhere.
Future Outlook for the Team
BetMGM
The decision of the NFL to start partnerships with casinos gave the Steelers a chance to get new sponsors, too. Now, its deals are rock solid, and the future looks even more promising.
The Steelers will likely find a way to address the concerns of their fans by introducing a more regulated way of casino ads and placing an emphasis on responsible gambling programs. The matches and the casinos will become even more integrated, with players making an appearance in gambling establishments to create a buzz and attract more viewers and bettors.
If the Steelers keep going strong, they might receive a higher number of attractive contracts from casino sponsors. Meanwhile, all we can do is watch and bet — and stay safe in the process.
