Unibet has signed a multi-year partnership with the National Football League’s (NFL) Philadelphia Eagles that will see Kindred Group brand heavily featured around the team’s stadium and digital assets.
Unibet will be featured on the digital billboard at the team’s Lincoln Financial Field stadium during games, and be displayed in some of the venue’s luxury suites. It will also appear on the team’s website and social media channels, and be included in team publications.
NFL rules prohibit the advertisement of sports betting services at stadiums and during game broadcasts, so Unibet may only advertise its casino services in partnership with the Eagles.
“Unibet’s reputation as a global leader in the online gambling space has helped the company establish a strong, emerging footprint in the Philadelphia market,” Catherine Carlson, senior vice president of revenue and strategy for the Philadelphia Eagles, said.
“We are proud to align ourselves with a company that is fully dedicated to innovation, the customer experience, and responsible gaming.”
The Eagles, established in 1933, compete in the NFC East and won the Super Bowl at the end of the 2017 season.
Unibet announced plans to launch in Pennsylvania in January this year, in partnership with tribal operator Mohegan Sun.
It signed a seven-year partnership to offer land-based sports betting at the Mohegan Sun Pocono racino, as well as online betting and gaming, with the retail sportsbook rolled out in September. Kindred revealed that it aims to launch its online sportsbook and casino offering in Pennsylvania this month.
Unibet is also active in New Jersey, located less than three miles from Lincoln Financial Field, launching casino games in June and a sportsbook in September, both in partnership with the Hard Rock Hotel & Casino Atlantic City.
Arnas Janickas, head of US marketing at Unibet, said the team’s popularity and name recognition made them an ideal partner.
“As we look to grow our footprint in the US, it only made sense to partner with one of the largest, most respected and loved teams in the NFL,” Janickas said. “The Eagles unmatched fan engagement and relentless innovation in digital space definitely helped to make this partnership a reality.”
The deal is the latest between a gambling operator and an NFL franchise, following deals between the New York Jets and 888Casino, and between FanDuel and both the Indianapolis Colts and the Pittsburgh Steelers as an official fantasy sports partner.