NY Jets, 888casino Extend Landmark Partnership for 2019-20
The New York Jets became the first NFL team to extend a sponsorship partnership with an online gambling operator, according to a news release issued on Tuesday that indicated the Jets would continue their groundbreaking deal with 888 Holdings.
“We are proud to continue this partnership with 888casino in the gaming space allowing us to further engage and provide experiences for our fans in the mobile and digital world,” Ian Lasher, senior VP of corporate partnerships for the New York Jets, said in the release.
The Jets were the first NFL team to strike a sponsorship deal with an online gambling operator last year after the NFL relaxed applicable league policies related to the gambling industry. According to the news release, the renewed partnership for the 2019-20 season is meant to build on the introductory season last year which saw 888casino branding featured extensively on the home field of the Jets, MetLife Stadium.
Moreover, the agreement allows the 888casino’s website and mobile app in New Jersey to feature Jets’ branding and will also allow various other related 888 promotions to appear online at fan websites, social channels and local radio affiliates.
Deal With Jets Helps 888 Increase Brand Awareness
Brand awareness, especially within the world of sports, has become incredibly important for gambling operators in the U.S., especially after the U.S. Supreme Court struck down the federal ban on sports betting in May 2018.
While 888 Holding’s deal with the Jets does not currently include advertising for the company’s online sportsbook in New Jersey, it’s possible that this preexisting sponsorship agreement for 888casino and 888poker could eventually lead to similar marketing efforts focused on 888sport.
“The extension of the deal between the New York Jets and 888casino for a second year in a row only reaffirms our expansion efforts and reiterates the interest in online gaming within the US sports community,” said Yaniv Sherman, 888’s Head of Group Commercial Development.
“888casino already has a unique position in Nevada, Delaware and New Jersey for online gaming. The extension of the 888casino and Jets deal will continue to strengthen awareness of the 888casino brand and will aid the group’s growth strategy towards becoming a leading operator in the developing and potentially significant US online gaming market.”
NFL’s Stance Toward Gambling Operators Continues Dynamic Shift
The Jets weren't the only team to sign a sponsorship agreement with a gambling operator after the NFL relaxed its rules.
The Dallas Cowboys were the first NFL team to announce an agreement with a casino operator in September 2018 when the team named land-based WinStar World Casino and Resort in Oklahoma as the official casino of the Cowboys .
Other teams to strike sponsorship deals with casinos soon after included the Atlanta Falcons, Baltimore Ravens, Chicago Bears, Indianapolis Colts, New Orleans Saints, Oakland Raiders and Philadelphia Eagles, who all signed agreements with Caesars.
Recently, the Green Bay Packers entered the fold by announcing a casino sponsorship agreement with the Oneida Nation and Seneca Resorts & Casinos, respectively. Additionally, the Buffalo Bills joined the fray by signing a sponsorship deal with Seneca Resorts & Casinos, an operator of several casinos stationed throughout New York State.
Finally, the NFL itself signed its own agreement with Caesars in January 2019 to become the league's official casino partner.
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