In addition to their success on the field, the Cincinnati Bengals also excelled off the field after the franchise announced a multi-year partnership with Betfred. The operator will become the organization’s official sports betting partner.
This Partnership Benefits Both Parties Moving Forward
The Ohio sports betting launch date will not occur before the NFL season begins, as it’s scheduled to launch on January 1, 2023. As the team announced on Wednesday, this agreement is a big deal for the franchise as it looks to engage other ways with the fanbase.
The news comes after the team recently applied for a sports betting license in the first window of opportunity. Brian Sells, Bengals Vice President and Chief Marketing Officer, stated in a press release;
“The Bengals continue to look for exciting new ways to enhance the fan experience and this partnership will provide additional opportunities to engage with our fans,…We look forward to working with BetFred to create fun, fan-focused activations that add to the excitement on gameday.”
The US subsidiary of the UK-based BetFred Group is Betfred USA. As the bookmaker operates 1,400 betting shops in the UK, the UK-based sportsbook brand has enjoyed great success in the UK and Europe. The company also has 50 years of experience on its resume.
The next step for the brand is to establish its presence in the United States. As of this moment, Betfred is currently operating in Arizona, Iowa, Pennsylvania, Louisiana, Washington, and Colorado. Maryland and Nevada are the other two states where the sportsbook is pending regulation.
Ohio Sports Betting Will Launch During New Year’s Day
Sports betting is technically legal in the Buckeye State, but the business venture is not operational yet. Every entity that applies for a sports betting license must launch on that date as there aren’t different rules for both mobile and retail.
The seventh most populous state in the country, Ohio, will be one of the biggest launches in the history of the industry. The state is also home to one of the most prominent collegiate programs in the United States.
The NFL continues to loosen its once strict stance on sports betting as it’s making its presence felt in the industry. Other sports organizations, including the Cleveland Browns and the Columbus Crew, have taken similar approaches by extending partnerships with sportsbooks.
The Bengals Are Taking the Right Approach
Activities, promotions, and free-to-play gaming opportunities are part of the partnership. The sports betting market may be launching towards the end of the NFL season, but the partnership will be beneficial for both sides moving forward.
The Bengals will be able to engage more fans as the Super Bowl runner-ups look to make another push as they were very close to winning. On the other hand, Betfred will expand its reach to Ohio. International sportsbooks like Bet365 have had a tough time making their presence known in the United States.
In addition, the sportsbook is working towards gaining market access in other states. The first opportunity bettors will have to bet on the Cincinnati Bengals is on January 2, when the team faces the Buffalo Bills at home.
