The NFL has officially established a policy prohibiting prediction-market advertising for the first time, which was previously based on an anonymous report. This ban applies to all forms of advertising during games, including stadium signage, club sponsorships, and player endorsements. DraftKings has confirmed that all its advertisements during NFL broadcasts are pre-approved by the league.
Tim Schlittner, the NFL’s communications director, reiterated via email that the league strictly prohibits any prediction market advertising during its games. This includes in-stadium promotions and partnerships with clubs.
Furthermore, the NFL has clarified the guidelines for sportsbooks that are permitted to advertise. According to Schlittner, these partners must promote only their approved products during NFL games and are not allowed to engage in general advertising or promote prediction markets. Additionally, sportsbooks are required to license official league data as part of the NFL's game integrity protocols.
Previously, the understanding of this policy was based on a January report from Front Office Sports, which referenced an anonymous source indicating that prediction markets were included in a list of prohibited advertising categories alongside tobacco and firearms. However, the NFL had not publicly confirmed this list until now.
It's crucial to note that the NFL licenses the product rather than the company itself. All three of its official sportsbook partners—DraftKings, FanDuel, and Fanatics—operate prediction markets. Recent multi-year agreements grant these companies access to official data and in-game advertising, but the rights do not extend to event-specific products.
DraftKings recently launched a campaign titled “Take Your Game Anywhere,” emphasizing its availability across all 50 states. However, the company clarified that this campaign will not run during NFL broadcasts. Stephen Miraglia, DraftKings’ senior communications director, stated that the league has made it clear that all creative content during NFL programming must adhere to specific guidelines.
Interestingly, the NFL's stance on prediction market advertising sets it apart from other major sports leagues. For instance, the NHL and Major League Baseball have both engaged with prediction markets at the league level, allowing for various forms of advertising.