PointsBet secures multi-platform partnership with media giant NBC Sports
Comcast-owned network to take 4.9% stake in sports betting operator after putting pen to paper on five-year deal
PointsBet has netted a media partnership with Comcast-owned network NBC Sports, allowing it access to the Rotoworld fantasy platform and free-to-play NBC Sports Predictor app.
As part of the deal, PointsBet odds will be integrated into the Rotoworld property and its Golfnow brand, which will offer up a significant database of golf bettors.
Additional prediction games and PointsBet content will be added to the NBC Sports Predictor app, which was launched last year and developed by Boom Sports.
PointsBet, which launched in the US in January 2019, will have its lines embedded onto NBC Sports podcasts and NBCUniversal’s new streaming service, Peacock, as well as NBCSN and GOLF Channel.
The Australia-founded sports betting operator has exclusive rights to pre-game, post-game and in-game promotions across NBC channels and will gain first-look rights to any additional betting opportunities across NBC’s platforms.
The operator has committed to spending $393m on marketing over the course of the five-year partnership.
NBC Sports parent NBCUniversal will also earn incentives for customer referrals. NBCUniversal will take a 4.9% stake in the PointsBet business, along with 66.88 million stock options to mature in five years.
PointsBet’s group CEO Sam Swanell said: “NBC Sports, an iconic brand and holder of the largest sports audience in the US, brings significant credibility and trust to PointsBet’s operations.
“Through the NBC Sports partnership, PointsBet gains access to market-leading broadcast assets which span 184 million viewers and digital assets which span 60 million monthly active users.
“NBCUniversal’s decision to take an equity stake in PointsBet illustrates the alignment of our strategies, the trust across teams, and our shared belief that the US gaming market is a once in a lifetime opportunity,” he added.
NBC Sports Regional Networks president David Preschlack said: “For NBCUniversal and PointsBet, this agreement provides considerable opportunities in the fast-growing sports betting marketplace, which is unique to this extensive and robust, multi-year arrangement.
“Looking ahead, we’re also excited about the significant activation opportunities that will come to fruition as sports betting continues to proliferate across the US,” Preschlack added.
PointsBet hired former CBS Sports executive Eric Foote in January to drive its media partnership efforts.
Foote told EGR NA in April that the firm was exploring potential tie-ups that “aligned with PointsBet’s premium brand”.
“There needs to be a true commitment on both sides to have dedicated staff to the partnership, knowing that there are large commercial dollars being exchanged the opportunity to grow the revenue based on first time bettors, first time depositors or a sign up basis, there’s a significant opportunity,” Foote said.