The NFL has clarified its advertising policies for sportsbook partners, stating that they can only promote an "approved product" during games. General advertising and prediction markets are strictly prohibited. The league has not disclosed the criteria for what qualifies as an approved product, nor has it revealed who is responsible for making these decisions.
Tim Schlittner, the NFL's director of communications, confirmed to Gambling Insider that all forms of prediction market advertising during games are banned, which includes in-stadium signage, club sponsorships, and endorsements from players.
Moreover, sportsbook partners are not allowed to advertise their brand; they can only promote specific products that have received league approval. This regulation is enforced through contractual agreements rather than a formal rulebook. To advertise during NFL games, sportsbooks must utilize official league data, which is exclusively provided by Genius Sports, and comply with the league's integrity requirements.
On August 27, the NFL announced commercial agreements with DraftKings, FanDuel, and Fanatics, granting them access to official league data and in-game advertising rights. However, these agreements do not extend to the prediction markets operated by these companies, which allow customers to bet on sporting outcomes where sportsbooks are not licensed.
Despite the significant volume of trading in prediction markets, the NFL's announcement did not address these products. Reports indicate that the rights granted do not include the intellectual property associated with prediction markets. For instance, DraftKings' Railbird Exchange has seen a substantial increase in trading volume, while FanDuel Predicts has expanded its offerings across all 50 states.
The NFL's regulatory stance is evident, as it previously expressed concerns to the CFTC regarding the integrity of event contracts. This month, the league's chief compliance officer reiterated objections to certain contracts still being listed.
While DraftKings and Fanatics have described their involvement in NFL programming, FanDuel has been more reserved, only specifying one product. A FanDuel representative expressed pride in their partnership with the NFL, emphasizing the opportunity to enhance customer engagement this season.