NBC and PointsBet Ink US$500 Million Sports Betting Partnership
NBC Sports inked a deal with Australian sportsbook PointsBet making them its official sports betting partner. The five-year agreement makes PointsBet the exclusive provider of trends, props, and odds for all NBC Sports’ digital and linear platforms, including NBCSN, the Golf Channel along with NBCUniversal’s new steaming service, Peacock, and the various NBC sports podcasts.
As part of the deal, PointsBet committed US$393 million worth of marketing spend over the five years, while NBC takes a 4.9% stake in the betting company along with receiving fees in exchange for customer referrals.
“For NBCUniversal and PointsBet, this agreement provides considerable opportunities in the fast-growing sports betting marketplace, which is unique to this extensive and robust, multi-year arrangement,” stated David Preschlack, president of NBC Sports Regional Networks and executive vice president of content strategy for NBC Sports Group.
“Looking ahead, we’re also excited about the significant activation opportunities that will come to fruition as sports betting continues to proliferate across the US.”
According to Sportico, the total value of the deal is US$500 million. Additionally, NBC can buy up to a 25% stake in PointsBet at the end of the agreement.
The deal gives PointsBet both multimedia and marketing opportunities across a variety of NBS Sport’s events, including the NFL, NHL, the Olympic Games, Premier League soccer, and major golf tournaments. Additionally, PointsBet will be incorporated into exclusive gameday multimedia operations spanning NBC’s eight regional networks (RSN’s), including several NBA, NHL, and MLB teams.
PointsBet is currently an authorized partner of the NBA, having launched in the US in January of 2019. The sportsbook is now only licensed for sports betting in Indiana, Iowa, and New Jersey with plans to launch in Colorado, Illinois, and Michigan soon. The global sportsbook also has additional market access agreements in Kansas, Louisiana, Missouri, New York, Ohio, and West Virginia, subject to supporting legislation and regulatory approvals.
“Through the NBC Sports partnership, PointsBet gains access to market-leading linear assets which span 184 million viewers and digital assets which span 60 million monthly active users,” stated PointsBet managing director and group chief executive Sam Swanell.
“These assets will act as the cornerstone of our marketing strategy and combined with our in-house technology and products, as well as our talented and experienced team, will deliver outstanding client acquisition and retention efficiency as we scale rapidly over the next five years”
“NBCUniversal’s decision to take an equity stake in PointsBet illustrates the alignment of our strategies, the trust across teams, and our shared belief that the US gaming market is a once in a lifetime opportunity.”
The deal is just one in a series of partnerships signed between US Media companies and sports betting operators since the repeal the Professional and Amateur Sports Protection Act in 2018. An overwhelming majority of the US population believes in the development and growth of the gaming market and sees massive potential within both US media and sports. The fast-growing sports betting marketplace provides the opportunity for a variety in fundamental interactions across NBC’s digital and linear platforms
