A Look At Sportsbooks That Are Partnered With MA Sports Teams

With the increasing prominence of sports betting throughout the US, professional sports teams have numerous profitable prospects to collaborate with sportsbooks.

As of April 2023, two Massachusetts-based professional sports teams have accomplished precisely that.

With sports betting becoming a reality in Massachusetts, let’s take a look at the current status of sports betting agreements between teams in the Commonwealth.

Boston Red Sox and BetMGM 

In early March of this year, the Boston Red Sox sealed an agreement with BetMGM Sportsbook, establishing the sports betting operator as an official partner of the team. This collaboration occurred shortly after retail sports betting was legalized in the state and just a few days before the launch of mobile sports betting.

BetMGM has recently made its inaugural agreement with a Massachusetts sports team.

The partnership between BetMGM Massachusetts and the Red Sox brings forth several notable highlights, such as:

• The signage of BetMGM is showcased at Fenway Park.
• A luxurious suite at the field provided by BetMGM.
• Content that is jointly created and promoted on digital and social media platforms with the involvement of multiple brands.
• Exclusive fan experiences like premium seating and the opportunity to attend batting practice.
• Initiatives promoting responsible gaming and public service campaigns.

Boston-based DraftKings has formed a partnership with the Red Sox for daily fantasy sports-related promotions.

Boston Bruins and FanDuel

FanDuel has recently established a multiyear collaboration with the Boston Bruins on the same day that online sports betting was legalized in Massachusetts. This partnership designates FanDuel as the official sports betting partner of the team and offers Massachusetts fans attractive bonus bets upon signing up for FanDuel Massachusetts.

The partnership entails the following details:

• The utilization of Boston Bruins’ marks by FanDuel.
• The dasher boards at TD Garden feature signage from the sportsbooks.
• Content that is co-branded can be found on the team’s website and social media platforms.
• Exclusive fan content.
• Responsible gaming initiatives and embedded features allowing users to establish limits on wagers, deposits, and time spent gaming.

DraftKings DFS partnerships

DraftKings formed multiyear daily fantasy sports (DFS) partnerships with the Boston Celtics, New England Patriots, Bruins, and Red Sox prior to the legalization of sports betting in Massachusetts.

DraftKings Massachusetts offers promotions on the social media platforms and web-based content of various teams. Additionally, the company holds official sports betting partnerships with the NBA, NHL, and NFL.

Nevertheless, DraftKings has refrained from establishing sports betting collaborations with the Celtics, Patriots, or any professional team in Massachusetts.

In a recent discussion, Jason Robins, the CEO of DraftKings, shed light on the rationale behind the absence of local sports betting partnerships. He also highlighted the company’s decision to prioritize national marketing campaigns instead.

“During a recent YouTube interview with Joe Pompliano, Robbins mentioned that analyzing the inefficiencies within our operations is currently under consideration. While we have come across some excellent deals and partners, some require adjustments in size to be successful, while others simply aren’t working out. This constant evaluation is a regular practice for us, but the level of scrutiny has intensified, especially considering the changes in the market. The pricing of media has decreased, leading to a domino effect on other marketing deals.”

DraftKings is reducing its collaborations with sports teams and leagues due to perceived inefficiency. During an analyst call, Robbins mentioned discontinuing certain existing partnerships. At present, DraftKings boasts agreements with more than six professional teams for sports betting.

It is worth mentioning that when sports wagering was legalized, DraftKings was the sole legal sportsbook operator in the state to air a Massachusetts-centric TV advertisement.

New England Revolution

The New England Revolution, the state’s professional soccer team, currently lacks any sports betting or DFS partnership.

At the league level, the scenario takes a different turn. In 2019, Major League Soccer established a long-term partnership with MGM Resorts, designating the operator as the league’s official gaming partner. BetMGM is owned by MGM Resorts, the parent company.

As part of the agreement, Roar Digital will also offer sports betting customers improved data services.

Sportsbooks still without partnerships

Pro teams in Massachusetts have only formed sports betting agreements with FanDuel and BetMGM.

Sports betting partnership agreements have not been made by these platforms.

• DraftKings
• Caesars Sportsbook
• Barstool Sportsbook
• WynnBET
• Betr (April 2023 launch)
• Launching in May 2023, the Fanatics Sportsbook is set to make its debut.
• The launch of Bally Bet is scheduled for May 2023.
• Betway (January 2024 launch)

It is yet to be determined whether operators in Massachusetts will choose to emulate DraftKings by reducing their pursuit of team partnerships, or adopt a more cautious approach as the sports betting industry develops in the state.

If you or someone close to you is facing challenges related to gambling, feel free to contact a trained specialist for assistance, available 24/7, at 1-800-327-5050 or visit www.mahelpline.org/problemgambling.