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Volume 27 No. 84
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Eagles, Fox Bet Sign Deal For Branded Studio, Lounge At The Linc

The Eagles and Fox Bet have agreed to a multiyear sponsorship deal that features a new branded interactive studio and premium lounge at Lincoln Financial Field. The 4,000-square-foot lounge and production studio will be able to host 380 fans with access to the club space two-and-a-half hours prior to kickoff and for an hour following games. Fans will be able to see players arrive, watch postgame press conferences and shows produced in the studio from the lounge. The deal includes broadcast, digital and social media advertising on the Eagles’ team channels, custom promotions, a branding presence on game days, prominent messaging on the stadium’s LED boards and end zone boards and signage on concourse levels. Fox Bet will also be the presenting sponsor of “Eagles Edge,” a new program airing on the team’s digital channels following all games.

Eagles Senior VP/Revenue & Strategy Catherine Carlson said the team developed under-utilized space near the players’ parking lot and locker rooms at Lincoln Financial Field. Access to the club will not be attached to a ticket but offered as an add-on to ticket holders, Carlson said. Pricing for the club is still in the works. The lounge will offer all-inclusive food and beverage options, and two levels of admission, which includes a mezzanine membership that offers amenities such as a personal wine locker, Carlson added. Over the next two months the Eagles will unveil the lounge’s other premium amenities, Carlson said. She declined to disclose the financial terms of the agreement. The Eagles considered other gaming companies for partnerships but was attracted to Fox Bet because of its connection to Fox Sports. Carlson said, “They’re a leader, a powerhouse in sports content, and we wanted more than an advertising deal. We wanted enhanced experiences for our fans."

The NFL in February loosened its rules for teams pursuing full-fledged sportsbook sponsorship deals. The new policy has some limitations, including a ban on betting windows, parlors or betting kiosks in stadiums. The NFL also prohibits sportsbooks from having naming rights on stadiums or team practice facilities, and advertising on team-controlled broadcasts and shoulder programming. The league is also not permitting lower-bowl signage in an attempt to prevent TV visibility. Thus far, the Broncos and Jets are the only NFL teams to sign deals with sportsbooks.