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NFL Sponsorship Revenue Reaches $1.39 Billion for 2018-2019 Season

George Miller

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NFL Sponsorship Revenue Reaches $1.39 Billion for 2018-2019 Season
Reading Time: 2 minutes

 

5.1% Y-O-Y Growth Driven by a Spate of New League-Wide Deals and Emergence of Gaming Category

 

Total sponsorship spending on the National Football League and its 32 teams rose 5.1% to $1.39 Billion in the 2018-2019 season, according to IEG research released today. This follows a 5.9% gain last year and outperformed the industry, which averaged 4.1% y-o-y gains.

According to the IEG findings, the growth was driven by a spate of new league-wide sponsorships including Intuit, McDonald’s, Pizza Hut and Sleep Number. Also, contributing was a major spike in casino/gaming including such deal’s as its recently announced deal with Caesar’s Entertainment which became the league’s first-ever “Official Casino Partner.” The deal was reportedly worth $30 million per year. Caesar’s also has deals with seven NFL clubs.

In terms of number of deals, activity in the lottery & gaming category was actually very similar to the 2017-18 season. However, spending in the category greatly increased. While casinos are signing top-tier deals with NFL properties, Daily Fantasy providers are cutting back their spending with NFL teams or dropping deals completely.

“The NFL and its teams have successfully leveraged the increased ability to sign betting and gambling partners. It allowed the league to defy the odds and increase sponsorship revenue by a decent margin coming off a season of declining ratings in 2017-18 and no new stadiums opening in 2018-19.” Peter Laatz – Global Managing Director, IEG

From a category perspective, Beer companies were the biggest NFL investors spending 4.3 times more than any other category. Autos and telecoms spent 4.0 times more while soft drink and technology companies spent 2.9 times as much on football as any other sports category.

Medical companies comprised the most active category averaging 2.4 times more likely to sponsor football. QSR was last year’s most active category fell to second at 2.3 times more likely; autos (2.2) technology and insurance (tied 2.0) rounded out the top five.

The most invested brands were Ticketmaster having sponsorships with 100% of NFL properties, Budweiser/Bud Light at 88% of the league; Gatorade 79% of teams, Microsoft 73%, and Bose 70%.

The story behind the deals will be featured at IEG World 2019 as NFL Senior Vice President, Sponsorship & Partner Management Renie Andersen will be a featured speaker during the March 18-20 event in Chicago. For more information on the conference visit: iegworld2019.com.

 

About IEG:

IEG is the premier global consultancy in partnership strategy, evaluation, and measurement for leading sponsors and rightsholders. Founded in 1982, IEG pioneered thought leadership in sponsorship and invented the industry’s gold standard for sponsorship valuation. The company’s creative approach, combined with analytics, data and the broad experience of its team, helps clients make informed strategic decisions that maximize return. Only IEG has the strategic insight and objective perspective on the world of sponsorship that is crucial to helping brands build blueprint strategies to exceed long-term goals. IEG’s role as standard-setter and unparalleled information resource through its Annual Conference and IEG Sponsorship Report informs its client relationships and helps ensure partnerships play a pivotal role in executing business strategies.

Source: IEG

George Miller started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Gambling in the USA

New Jersey Governor Signs Bill which Allow Golden Nugget to Take NBA Bets

Niji Narayan

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New Jersey Governor Signs Bill which Allow Golden Nugget to Take NBA Bets
Photo Source: tripadvisor.com
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New Jersey Governor Phil Murphy has signed a bill which allows the Atlantic City’s Golden Nugget casino to accept bets on most National Basketball Association (NBA) games.

Tilman Fertitta, a billionaire from Texas, is the owner Golden Nugget casino. He also owns the NBA’s Houston Rockets team. When New Jersey lawmakers legalised sports betting last year, a provision in the law banned team owners from placing or accepting bets on any games involving their sport.

“We’re grateful, and appreciative that people eventually realized this was an overreaction. It allows us to compete,” Steve Scheinthal, general counsel for the Golden Nugget’s parent company, Houston-based Landry’s Inc., said.

The ban on all NBA bets cut badly into the Golden Nugget’s New Jersey sports betting business. A gambler wanting to place bets on football at the Golden Nugget had to go somewhere else to bet on basketball, making it much less likely he or she would visit the Golden Nugget at all for sports betting.

“It was like going into a boxing ring with one arm tied behind your back. You just can’t compete that way. It gave everyone a year’s head start on us,” Scheinthal said.

 

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Gambling in the USA

Kentucky AG Andy Beshear Reveals Plan for Casinos, Sports Betting Across State

Niji Narayan

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Kentucky AG Andy Beshear Reveals Plan for Casinos, Sports Betting Across State
Photo Source: huffpost.com
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Andy Beshear, the Democratic candidate of Kentucky gubernatorial election, has unveiled his plan to expand gaming and bring casinos, sports betting, fantasy sports and potentially online poker into the Bluegrass State.

Beshear, the state’s current Attorney General, faces Republican incumbent Gov. Matt Bevin in the November general election. Bevin has spoken out against gaming, especially as an option to increase funding for public pensions.

Beshear’s plan resembles what Illinois officials pushed through in their state earlier this year. While Illinois already had casino gaming, the new law expands the number of casino licenses available and allows sports betting across the state. Illinois plans to use the revenue stream to shore up the state’s infrastructure and fund pensions.

Kentucky is one of the 10 states in the US without a commercial or tribal casino. The border states of Kentucky such as Illinois, Indiana, and Ohio have casinos or racinos located just across the Ohio River near major population centres in Kentucky. Beshear said that the state loses out on $500 million in tax revenue annually to its neighbouring states.

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Gambling in the USA

Blackstone Group to Buy Bellagio and MGM Grand

Niji Narayan

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Blackstone Group to Buy Bellagio and MGM Grand
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Blackstone Group is going to buy the Bellagio and the MGM Grand, two of the biggest properties owned by MGM Resorts. Blackstone is in talks with MGM Resorts regarding this.

After buying, Blackstone would then lease the property back to MGM Resorts, who would continue to run the day-to-day casino operations.

By selling the property to Blackstone, MGM would free up needed capital to build a $10 billion resort in Japan. Early estimates have MGM receiving roughly $7 billion for the two casino resorts.

Blackstone has made a splash in the gaming market over the last several years. It purchased the Cosmopolitan Las Vegas in 2014 for $1.73 billion and acquired Spain-based Cirsa Gaming Corp in 2018 for $1.8 billion.

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