Well, this is interesting. Unibet, the European gaming operator which will bring its sports betting app to Pennsylvania in November, has struck a partnership deal with the Eagles, according to Darren Rovell:
JUST IN: @unibetus has signed on as an official partner of the @Eagles. Betting site will receive branding inside stadium concourse and on scoreboard. Per NFL rules, can include logo but cannot include any call to action to bet or mention of betting.
— Darren Rovell (@darrenrovell) October 31, 2019
Unibet is a popular brand on the other side of the pond, but faces a tougher challenge in the United States, competing with the likes of DraftKings Sportsbook and FanDuel Sportsbook and needing a way to differentiate itself.
Partnering with the Eagles will do just that.
From the press release:
As part of the deal, Unibet will receive a permanent branding presence on Lincoln Financial Field’s newly constructed Northwest Suites located on the main concourse. Unibet signage will also be prominently displayed on the “Eagles Nest Tower,” the stadium’s digital billboard. The deal does not include any promotional rights for sports betting.
“Unibet’s reputation as a global leader in the online gambling space has helped the company establish a strong, emerging footprint in the Philadelphia market,” said Catherine Carlson, Senior Vice President of Revenue and Strategy, Philadelphia Eagles. “We are proud to align ourselves with a company that is fully dedicated to innovation, the customer experience, and responsible gaming.”
As you can see, per the hypocrisy of NFL rules, Unibet ads can’t directly compel people to bet – like advertising BMW without showing a car – but the message will be loud and clear.
New market entrants and traditional casino brands that don’t resonate with a sports-focused audience the way DraftKings and FanDuel do have had to spend up to partner with teams in New Jersey and Pennsylvania.
888 is partnered with the Jets, while Parx recently entered a partnership with the Flyers. And Unibet is already partnered with the Devils.
Teaming up with the Eagles instantly gives them visibility in Pennsylvania, but will it translate to revenue or handle?
Unibet’s app, which is currently available in New Jersey, offers a clean, functional interface, but nothing immediately jumps out as a differentiating factor– the way FOX Bet or PointsBet offer unique experiences. Still, it’s a major coup, as the Eagles (and Steelers) are arguably the two biggest franchise in legal online betting markets so far.