Sports Betting Operators Unibet And William Hill Partner With NFL Teams

Unibet, a part of Kindred Group, broadened its partnership with the Philadelphia Eagles to include the launch of a series of casino games for Philadelphia’s sports betting and mobile casino markets.

The new arrangement builds on the existing partnership between Kindred formed with the Philadelphia Eagles last season. In November 2019, the Eagles announced a multiyear marketing casino partnership with Unibet.

At the time, the deal made Unibet an official casino partner and did not include any promotional rights for sports betting, as per NFL rules.

However, Kindred and the Eagles decided to expand their existing relationship following NFL rule changes permitting teams to designate official sports betting partners.

“For us, this is a stimulating addition to a very successful working relationship,” said Kindred’s VP of US marketing, Arnas Janickas. “It means that we can extend our collaboration with the Philadelphia Eagles and offer their fans unique and innovative experiences throughout our partnership, which we hope will last for a long time.”

A Unique Partnership in a Sea of Partnerships

As legal sports betting expands across the country, casino and sportsbook operators and professional sports leagues and teams have signed numerous marketing contracts.

That said, the unique collaboration between Unibet and the Philadelphia Eagles NFL team is a bit different than most. It encompasses the release of a series of sports-themed casino games for the US market. In a press release, Kindred called them “the first professional sports-themed casino games ever in the US.”

Unibet will launch Eagles Blackjack and The Eagles online slot later this year. The titles will be available in Pennsylvania on the Unibet betting and mobile casino app and the site for local players only.

As per the Philadelphia Eagles’ Senior VP for Revenue and Strategy, Catherine Carlson:

“We are excited to collaborate with a forward-thinking partner like Unibet whose innovation continues to create new and exciting online opportunities for our fans. As the online gaming industry continues to emerge and expand in the marketplace, our partnership with Unibet takes us to a whole new level and allows us to be on the forefront of industry firsts, such as being featured in the country’s first professional sports-themed casino game.”

Professional Teams and Sports Betting Sponsorship Agreements

Following the Professional and Amateur Sports Protection Act (PASPA) repeal in May 2018, leagues and the NCAA have changed their tune on sports betting, resulting in an abundance of contracts between sportsbook operators and professional sports leagues and teams.

A small sampling of the agreements signed in the past couple of years include:

  • NBA – MGM Resorts, Fox Bet, FanDuel, William Hill
  • NHL – MGM Resorts (BetMGM), FanDuel, William Hill
  • MLB – MGM Resorts, FanDuel, DraftKings, Fox Bet
  • NFL – Caesars
  • Philadelphia 76ers (NBA) – Caesars
  • New York Jets (NFL) – MGM Resorts, 888 Casino
  • Dallas Cowboys (NFL) – WinStar Casino

Indianapolis Colts Signs with Caesars & William Hill

Another recent deal between a professional team and a betting operator is last week’s announcement that Caesars Entertainment and William Hill US entered into a joint sponsorship agreement with the NFL’s Indianapolis Colts. This deal marks the first joint venture between Caesars and William Hill, following the news in early October that Caesars would be acquiring the UK-based giant for $3.7 billion. It is also the first NFL team sponsored by Caesars Entertainment.

Under the terms of the agreement with the Colts, and pending regulatory approval, the Caesars Sports Book by William Hill mobile sports betting app will integrate into the NFL team’s media and marketing efforts. These will include promotions directed at Colts fans and exclusive offers for them.

In a press release issued by, the Colts Chief Sales and Marketing Officer, Roger VandDerSnick, said:

“This partnership with Caesars Entertainment and William Hill will help us better connect with Colts fans everywhere as we navigate this very unique season in 2020 and offer a greater fan experience well into the future.”

William Hill Goes Live in Indiana

The deal with the Colts comes on the heels of William Hill’s launch of an online sports betting app in the Indiana sports betting market. William Hill has maintained a retail sports betting presence in Indiana since the market launched in September 2019, when it launched a retail sportsbook with the Tropicana Casino in Evansville.

The group’s sportsbook app and website can now be accessed from anywhere inside Indiana’s borders. The platform features a range of markets and bet types, including live in-play wagering.

In addition to Indiana, William Hill now offers its mobile sports betting brand in six states, so expect more partnerships of this sort:

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