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State of the Screens

Sports Betting Has Arrived to Transform the NFL. Or Not.

By September 11, 2019No Comments

The NFL is slowly moving into the sports betting space with a recent data deal with Sportradar.

Who is Sportradar?  Sportradar is a Switzerland based company that collects and analyzes sports data for use in betting.  Their customer base includes 500+ sportsbooks, and they work with the NFL, NBA, MLB, and NHL.

Coming soon: This new data will allow for new types of bets such as how fast a running back will run on the next play since they will have trackers in their shoulder pads…

Quote from Hans Schroeder – EVP and COO @ NFL Media:
“Our partner will be situated in the stadium and with collection availability on really low-latency video that has the opportunity to be market-differentiated and not have to wait to collect a [data feed] from outside of the stadium,” 

Flashback: Nielsen projects NFL could make billions annually from gambling market

A recent study projects that legalized sports betting could add $2.3B per year in additional revenue to the NFL’s bottom line.

Estimated % increase in revenue:
1) Media rights – ↑ 18%
2) Sponsorship – ↑ 8%
3) Ticket sales – ↑ 7%

The big shift: Sports betting has been legal in New Jersey for less than a year, but it has already had a month where it outpaced Nevada.

Sports bets by state placed in May:
New Jersey – $318.9M
Nevada – $317.4M

More #1: As sports gambling becomes more mainstream, publishers place their own bets

More #2: Murdoch’s Fox launches sports betting with FOX Bet

More #3: Redskins to offer gambling-focused preseason telecast

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.