The National Football League (NFL) has entered unfamiliar territory. For the first time since opening its sportsbook sponsorship category in 2021, the league is without an official betting partner.
According to a report by Sports Business Journal, agreements with FanDuel, DraftKings and Caesars Entertainment expired at midnight earlier this week. None of the three opted to renew under existing terms. That outcome comes despite the NFL generating an estimated $30 billion in betting handle last season.
League officials confirmed to SBJ that discussions remain active. NFL Executive Vice President Renie Anderson addressed the situation during league meetings Tuesday, noting that negotiations continue with multiple parties.
SBJ is reporting the center of the impasse is the rising cost of official league data tied to Genius Sports has created friction with operators. Genius holds exclusive rights to distribute official NFL data, which sportsbooks must secure to maintain league sponsorships and in-game advertising access.
The NFL maintains a financial interest in Genius Sports, holding roughly a 9% stake. The two sides extended their data partnership earlier this year through the 2029 season. While FanDuel and DraftKings remain engaged, Caesars appeared less likely to continue even before negotiations intensified. T
The league, however, is keeping its options open. An NFL spokesperson told SBJ leadership is evaluating multiple partnership models as the marketplace evolves.
Prediction market platforms such as Kalshi and Polymarket have begun forming partnerships with professional leagues such as MLB and the NHL. Their presence introduces additional competition, though regulatory uncertainty continues to cloud their long-term outlook.
With the next season still months away, there remains time to reshape deals or introduce new partners. And if history offers any indication, the NFL is unlikely to rush a decision without maximizing its leverage.
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