Sportsbook BetMGM will air TV spots nationally for the first time this NFL season, debuting its ad buy during the league’s prime-time season kickoff Sept. 9 on NBC. BetMGM’s schedule with NBC includes 10 spots spread across regular-season Sunday night games, with two in September, one in October, five in December and two in January. BetMGM also plans three spots on NBC during the divisional and wild card playoffs. It’s ads also will appear during NFL games on CBS each Sunday. BetMGM gained access to advertise during NFL games through its position as a league-approved sportsbook operator, a designation that requires sportsbooks to purchase official league data, provide responsible gambling messages and agree to allow the NFL to approve all spots. The NFL has agreed to allow networks to sell up to six spots per game to sportsbooks. Official league sponsors FanDuel, DraftKings and Caesars also qualify to buy spots, as do other approved operators: PointsBet, Wynn and FoxBet.
BUSINESS IS BOOMING: The first season in which the NFL will allow sportsbook advertising during games comes as sports betting legalization widens. Though only 29% of 21-and-over adults live in states in which online sportsbooks can operate legally, that number grows to 47% when including those that have legalized but not yet opened. It likely will eclipse 55% next year. BetMGM’s football-themed campaign will feature a new spot by actor Jamie Foxx, who begins his second year as the face of the sportsbook’s advertising.
