• Loading stock data...
Thursday, September 18, 2025

Technology, Gambling Boost NFL’s Sponsorship Revenue

NFL
Kirby Lee-USA TODAY Sports/Design:Matt Sullivan

The National Football League’s sponsorship revenue grew 12% year-over-year from $1.62 billion to $1.8 billion in the 2021-22 season and spiked from $1.47 billion in 2019, according to a study by IEG.

NFL franchises only brought in an additional 4% of revenue for rights fees, while league-wide sponsorship spending grew 23%.

IEG global managing director Peter Laatz says the sponsorship boom is “coming from emerging categories.”

  • Led by Microsoft’s roughly $100 million per-year deal, technology sponsorships brought in the most money for the season.
  • Sportsbooks, casinos, and lottery sponsorships brought in the second-highest dollar figure, with fees growing 140%. DraftKings, FanDuel, and Caesars — which purchased naming rights to the New Orleans Superdome for $138 million — signed five-year deals to become the league’s official sportsbooks with a combined worth of nearly $1 billion.
  • Alcoholic beverages brought in the third-highest amount, with Anheuser-Busch paying more than $250 million per year and Diageo contributing $30 million each year. The league’s wine and champagne rights are still up for sale.

The NFL also spent its first full season with Hyperice, signed a new partnership with Cisco, and expanded its Verizon partnership for 10 years.

Future Revenue Opportunities

One emerging category that hasn’t been seen in the league is cryptocurrencies — the league has held discussions about potential opportunities there, but is still skeptical of the market.

Additionally, for the first time, 18 NFL clubs have the opportunity to grow their revenue through 26 international markets including Canada, Mexico, and Germany.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

exclusive

Stan Verrett Joining FanDuel Sports Network in Multiple Roles

The former ESPN “SportsCenter” anchor has found a new home.

ESPN Draws Highest ‘MNF’ Doubleheader Audience Since 2015

Buccaneers–Texans and Chargers–Raiders averaged 13.5 million viewers.
Brian Flores

Brian Flores Says NFL Arbitrator Is Stalling in Discrimination Case

A new filing says the arbitrator has done nothing for a year.
Adriunna Brown

Business Is Booming for WNBA’s Top Beauty Pros

A network of stylists is shaping how players look, feel, and perform.

Featured Today

Premier Lacrosse League

‘The Circus Is Coming to Town’: Why Upstart Leagues Start on Tour

In their ambitious plans, a traveling schedule is only temporary.
PHILADELPHIA, PENNSYLVANIA - APRIL 19: A detailed view of the MLB Debut patch on the jersey of Patrick Monteverde #44 of the Miami Marlins prior to game against the Philadelphia Phillies at Citizens Bank Park on April 19, 2025 in Philadelphia, Pennsylvania.
September 13, 2025

The Tiny Jersey Patch at the Center of the MLB Rookie Card..

Autographed cards containing a piece of baseball history have upended the market.
September 11, 2025

Eagles-Chiefs Super Bowl Rematch Could Set More NFL Ratings Records

Fox will nationally televise Sunday afternoon’s matchup.
September 10, 2025

ESPN’s ‘MNF’ Ratings Up 8% As NFL Surges to Strong Start

ESPN posts its second-best Week 1 “Monday Night Football” audience.

FanDuel, Jaguars Reach $5M Deal Over Employee Theft

A Jaguars employee stole $20 million and gambled much of it with FanDuel.
Sep 4, 2025; Philadelphia, Pennsylvania, USA; Philadelphia Eagles cornerback Adoree' Jackson (8) tackles Dallas Cowboys wide receiver CeeDee Lamb (88) during the third quarter of the game at Lincoln Financial Field.
September 5, 2025

Kalshi’s $27M NFL Opener Runs Into Tribal Challenge

California Tribes want Kalshi forced to implement geofencing.
Sep 8, 2025; Chicago, Illinois, USA; Chicago Bears quarterback Caleb Williams (18) rushes the ball past Minnesota Vikings safety Theo Jackson (26) during the second half at Soldier Field.
exclusive
September 10, 2025

Americans See Little Difference Between Prediction Markets and Betting

A survey found 85% of respondents believe sports event contracts are gambling.
Sponsored

How World Series Champ Dexter Fowler Became a Premier League Team Owner

Dexter Fowler discusses navigating retirement and embracing new roles as an owner & investor.
Eagles
September 4, 2025

FanDuel Paying $80K for Eagles Trains Amid Transit Funding Fight

The gambling company is giving stopgap transit funding in Philadelphia.
Sep 1, 2025; Chapel Hill, North Carolina, USA; TCU Horned Frogs tight end DJ Rogers (0) catches a touchdown pass as North Carolina Tar Heels defensive back Kaleb Cost (21) defends in the fourth quarter at Kenan Stadium.
September 3, 2025

Polymarket Moves Closer to Reentering the U.S.

There’s yet more prediction markets momentum as the NFL season kicks off.
during the fourth quarter at Memorial Stadium in Clemson, S.C. Saturday, August 31, 2025.
September 2, 2025

Underdog Bets on Prediction Markets With Crypto.com Deal

Sports event contracts will be offered in 16 states.
Rob Bonta
August 29, 2025

Users Sue Daily Fantasy Companies After California Calls Them Illegal

Underdog Sports and Boom Fantasy were separately sued.