Dallas Cowboys strikes NFL's first casino partnership

Dallas Cowboys strikes NFL's first casino partnership

Friday, September 7, 2018 Posted by News Team
AT&T Stadium
Deal sees WinStar named official partner of Texas-based team

The Dallas Cowboys has become the National Football League’s (NFL) first team to strike a partnership with a casino operator.

The five-time Super Bowl winner has named the Oklahoma-based WinStar World Casino and Resort as its official casino partner. This gives the casino exclusive use of its brands and imagery for its advertising.

“The Dallas Cowboys take great pride in aligning themselves with the best brands in the world,” Dallas Cowboys owner Jerry Jones said. “It is a privilege to stand shoulder to shoulder as partners with such a prominent entertainment brand like WinStar World Casino.”

Under new rules agreed last month, NFL teams can agree sponsorship deals with casinos or fantasy sports operators that work alongside betting companies. The partners may advertise during preview and post-match programmes, as well as during pre-season games. 

Both the team and the casino or fantasy partner may use the other’s branding in its own advertisements. Teams may also sell naming rights for their stadiums to these partners. 

While the rules relating to bookmaker-related partnerships have been relaxed, they have not been removed entirely. No sports betting products can be directly advertised through an NFL team’s channels, and clubs are banned from entering into revenue share agreements, meaning they cannot receive commission for generating traffic for casinos or fantasy partners.

While the partnership is the first of its kind in the NFL since the repeal of the Professional Amateur Sports Protection Act (PASPA) in May, the National Basketball Association (NBA) was the first to agree a casino partnership. 

In July MGM Resorts International was named the competition’s official gaming partner, giving it non-exclusive rights to use NBA and WNBA branding in its advertising.

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