The deal between the Jets and 888 Holdings – which already has sponsorship deals with numerous sporting teams around the world, including UK Football clubs Birmingham City and Wolverhampton Wanderers – is yet to be officially announced.
But a report in the New York Post confirmed that the Jets’ promotion of 888 will focus on online gambling, rather than any bricks and mortar casinos.
People who visit 888’s New Jersey-licensed site will now be able to access 888’s sports betting page in just one click, and can then continue to bet on any number of sporting events.
Modern Approach To Sponsorship
There are two other NFL teams – namely the Dallas Cowboys and the Baltimore Ravens – that have previously announced allegiances with casinos in the wake of the league altering its traditional ban on partnerships that promote gambling.
However, it is important to note that neither of those deals – both of which resulted in numerous fan complaints at the time – involved a state where sports betting has been decreed as legal.
Other Sporting Partnerships
Casino operator Caesars Entertainment recently announced that it had come to an agreement with the NHL’s New Jersey Devils with regard to a ‘multi-year’ partnership.
The same company also tied up a significant deal with the NBA’s Philadelphia 76ers.
It is worth noting that both of these sides are owned by Harris Blitzer Sports & Entertainment, which has in the past had associations with online poker giant PartyPoker.
Global Brand Awareness
The landscape around online gambling is clearly changing, and ambitious franchises are clearly on the lookout for partnerships that will not only fill their coffers, but will also allow them to better promote their brand.
Online gambling has long been a sound partnership concept in Europe, Asia and Africa, and now North America is doing its best to catch up.
Gambling has traditionally been frowned upon in the vast majority of US states, but sports betting is most certainly here to stay.
People have been gambling on sports in one way or another for as long as professional sports have existed, but it has taken many decades for organisations and sporting bodies alike to give the green light to gambling as a legitimate activity.