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Residents in Michigan can gain valuable insights about the future of legal sports betting in their state through the new partnership between PointsBet, a future legal sportsbook operator, and the XFL, a professional football league without any teams in Michigan.
There has been a recent collaboration between the sportsbook and the league to promote each other’s interests. Given the sportsbook’s established presence in the state and the existing legal framework, it is likely that we will hear about more similar partnerships in the future.
What the PointsBet-XFL deal could point to
At present, PointsBet stands as one of the few pioneering companies in Michigan. Its involvement in the market might surpass its existing market access agreement with the Northern Waters Casino in Watersmeet.
Currently, there are no official sports betting partners for any of Michigan’s professional sports teams. Previously, the Detroit Pistons and Red Wings have entered into agreements with FanDuel and DraftKings for daily fantasy games.
It remains unclear if either of those brands would have an advantage in securing official sports betting partner deals with either franchise. Moreover, even if they did, the Detroit Lions and Tigers would still be open to considering PointsBet.
If PointsBet were to secure a partnership with the Lions, it would present an excellent chance for the brand. The NFL has recently allowed its franchises to capitalize on legal sportsbooks, paving the way for potential benefits.
PointsBet’s brand might come to Ford Field
There has been a recent development in the NFL where franchisees are now permitted to collaborate with sportsbook brands. While the league continues to prohibit traditional retail sportsbooks within NFL team stadiums, there is limited flexibility in this ruling.
The teams have the liberty to partner with sportsbooks to create lounge areas within the stadiums. These areas will have a sportsbook vibe, but without any betting kiosks or windows.
It is highly probable that the lounge area at Ford Field will be named after the brand it decides to collaborate with. Apart from providing sponsorship for the physical space, the chosen sportsbook will probably offer exclusive promotions on its app for Ford Field visitors during game days.
However, it is unlikely that fans will have access to that until the 2021 NFL season. The authorization of online sportsbooks in Michigan is not expected until next year.
At present, it is uncertain if a similar situation could occur in the future with Comerica Park or Little Caesars Arena. Nonetheless, it is plausible that such an outcome is inevitable.
The future of legal sports betting in Michigan
Despite the slow progress, it is possible that all three Detroit sports venues will eventually have fully operational retail sportsbooks. However, this would entail the stadium operators obtaining sportsbook licenses, which could potentially be a valuable investment.
Stadiums can significantly reduce the cost of their investment with the support of sportsbook operators, such as PointsBet. These brands offer the greatest value for stadiums.
However, until that time comes, Michigan’s professional sports teams offer sportsbook brands various opportunities for cross-promotion in other ways, such as through in-game activations and signage displayed at stadiums.
Brands consider sponsorship of content and mentions on teams’ social media posts as valuable opportunities. If PointsBet finds the XFL attractive, it is reasonable to believe that Michigan’s professional sports teams would be even more appealing partners.
