NFL Inks Fanatics, DraftKings, FanDuel Sportsbook Deals
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- The NFL announced multiyear sportsbook partnerships with Fanatics, DraftKings and FanDuel, replacing previous deals with DraftKings, FanDuel and Caesars Sportsbook that expired in March.
- The deals grant the three sportsbooks access to official league data — distributed by Genius Sports and used to power live in-game betting — plus in-game advertising rights and intellectual property for league and team marks and logos.
- DraftKings, FanDuel and Fanatics will collaborate with the NFL on what types of bets are offered, intelligence sharing, advocacy efforts and responsible gambling initiatives; the league prohibits bets tied to officiating, injuries, or any wagers knowable in advance or easily manipulated by one person.
- Renie Anderson, the NFL's EVP and chief revenue officer, said game integrity is the foundation of the league's approach and that operators must use official data — and agree to integrity requirements — in order to advertise during games.
- Sportsbook ad load during games is capped at roughly one per quarter; the 2025 regular season averaged two sportsbook ads per national TV game, per iSpot.TV, with slightly fewer minutes of betting commercials than beer and hard seltzer ads.
- DraftKings remains the NFL's official daily fantasy partner (a relationship that began in 2019), while Fanatics becomes the NFL's official online casino marketing partner.
- The NFL is drawing a deliberate line around prediction markets: the data and IP rights from the new deals do not transfer to DraftKings, FanDuel or Fanatics' prediction-market products in states without legal sports betting — a space Anderson said the league is "not considering right now commercially."
Why it matters: The deals bake the NFL deeper into the legal sportsbook industry while explicitly carving prediction markets out of the data and IP package, even though all three partners run in that space. For operators, access to official NFL data is increasingly the differentiator for live-betting products, so the carve-out gives traditional sportsbooks a structural edge on the league's biggest inventory while pushing prediction-market competitors to the curb.
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