A multi-year agreement

Betfred is now an official partner of the NFL’s Cincinnati Bengals. The sports betting operator announced the news of the multi-year agreement on Wednesday. Both parties will work together to enhance the fan experience, with various types of fan-focused activations planned.

sportsbooks have not yet launched in Ohio

While sportsbooks have not yet launched in Ohio, they are set to begin operation in January 2023. Betfred plans to launch its own online sports betting platform in the state, pending the relevant licensing approvals. The operator hopes to leverage its new relationship with the Bengals to gain customers, offering the likes of fan engagement activities, free-to-play contests, and unique promotions.

An exciting partnership

Speaking exclusively to VegasSlotsOnline News about the new agreement with the Bengals, Betfred head of US development and SCCG Management founder Stephen Crystal said: “Nothing could be more exciting than a partnership between the most exciting team in the NFL – the Cincinnati Bengals & the largest privately-owned retail bookmaker in the world – Betfred!”

Crystal went on to talk about how the parties involved are: “Two amazing family businesses with a multigenerational legacy moving forward together in Ohio for mobile sports betting in one of the USA’s largest markets!”

Cincinnati Bengals’ chief marketing officer and vice president Brian Sells believes that the Betfred agreement will provide the team with more ways to engage with fans. He looks forward to working alongside the operator to “create fun, fan-focused activations that add to the excitement on gameday.”

No initial plans for a retail offering

NFL teams across the country have been embracing the burgeoning sports betting space, signing similar types of partnership agreements with sportsbook operators. Some of them even have on-site retail sportsbooks that allow fans to physically place bets on gamedays. The Bengals do not appear to be planning on going that route initially.

The NFL team has applied for a Type A sports betting online proprietor license. If it gets approval for the license from the Ohio Casino Control Commission (OCCC), it will be able to work with two online sportsbook operators. However, it has not yet applied for a Type B retail sports betting license. This means that sports betting at Paul Brown Stadium during the upcoming NFL season appears unlikely.