The Philadelphia Eagles have signed a partnership with betting operator FOX Bet, while the National Football League appears more interested in signing betting deals where no one in the US can see them.
On Tuesday, the Eagles announced a multi-year deal with FOX Bet, a brand of UK-listed gambling giant Flutter Entertainment, to become an Official Partner of the team. Despite betting being legal in Pennsylvania, the deal downplays actual wagering in favor of marketing opportunities.
Specifically, FOX Bet will open a branded ‘interactive studio’ at the Eagles’ Lincoln Financial Field that will create “exclusive content across multiple platforms,” including the team’s official YouTube channel, mobile app, website and social media. FOX Bet will also serve as presenting sponsor of the new Eagles Edge digital post-game show.
In addition, FOX Bet will enjoy lots of custom promotions and branding opportunities, including ‘prominent’ messaging on the stadium’s signage and LED boards. If and when fans are ever allowed to watch games in person, FOX Bet will sponsor the Eagles Tailgate Crew. Up to 380 fans will also be welcome at a new 4k-square-foot FOX Bet Lounge that will feature an ‘interactive activation room’ with lots of TVs.