During the past three years, partnerships between betting operators and sports leagues have rapidly spread throughout the US. These partnerships have become mutually beneficial, with companies equipping one another with a complementary set of components. These include live scoring data, advertising, and even construction of in-stadium lounges. Often, announcements of these sports betting partnerships focus on the details of the relationship.
The NFL is the last of the major American sports leagues to sign an official betting deal. Its partners include Caesars, FanDuel, and DraftKings. These partners will receive the official league’s data, which will be monitored by Genius Sports. These sportsbooks will be able to offer a more detailed in-play betting experience, with more than 25 in-race bet-types.
NASCAR recently created a sports betting solution to meet the needs of their sportsbooks. The first-of-its-kind product uses data to create a highly engaging live experience for fans in regulated states. The data-powered product allows sportsbooks to take bets on every lap of every race.
The NHL has also embraced sports betting. In addition to a standard range of straight bets, the NHL offers in-game betting, moneylines, and spreads. In-game wagers can be made on a wide variety of games, including the Stanley Cup Finals. During the Playoffs and Finals, hockey betting becomes more complicated with the tightening of odds as teams are eliminated.
PGA TOUR events make up a relatively small percentage of the states’ betting handle, but that will change in the next five to ten years. The tour is aligned with the American Gaming Association, and is also partnered with IMG ARENA to license live scoring data.