NFL Sports Betting Revenue Skyrocketed 40% in 2022

Russell Wilson and Austin Ekeler were Social Media's Most Endorsed NFL Athletes

The NFL 2022 Marketing Partnerships Report offers a comprehensive view of the sponsorship and endorsement landscape within the NFL this year. Compiled using SponsorUnited’s proprietary platform data from June 2022 through January 2023, the report analyzed NFL sponsorships across the league, teams, and individual athletes.

"Rather than relying on a handful of household brands to grow revenues, NFL teams are driving exponential growth by diversifying their brand partners,” said Bob Lynch, Founder and CEO of SponsorUnited. “Ticketing, Insurance, and Healthcare were the leading brand categories in terms of revenue growth this season. The NFL’s sponsor portfolio isn’t slowing down anytime soon, as emergent categories like Sports Betting and Wine & Spirits are expected to increase their spend in the years ahead.”

Key findings from the report include:

Sports betting’s explosive growth unlocks new revenue opportunities

Sports Betting has become a key revenue stream for the NFL, increasing 40% across teams. Sports Betting deals have quadrupled in the last four years (2019-2022), while gambling companies accelerated their ad spend last year. More than 25 NFL teams now have at least one Sports Betting or Daily Fantasy Sport sponsor. Last year, the Buffalo Bills announced a multi-year partnership with FanDuel as their official mobile sports betting partner. Other notable brand sponsors include BetMGM, Bally’s, Betfred, and Bet365.

Russell Wilson leads Austin Ekeler as social media’s most endorsed athlete

Russell Wilson of the Denver Broncos leads social media branded endorsements with 22 deals, closely trailed by the LA Chargers’ Austin Ekeler with 21 social deals. While Wilson’s social following dwarfs that of the Chargers running back (14M vs. 320K, respectively), Ekeler’s deal volume reflects his considerable appeal to brand partners, given his on-field performance and ability to reach new audiences as an influencer in the esports space. Wilson and Ekeler are the only NFL players with over 20 social brand deals. The next most-endorsed players include the Kansas City Chiefs’ JuJu Smith-Schuster (15 endorsements) and Travis Kelce (14 endorsements), and Tyler Lockett of the Seattle Seahawks (13 endorsements).

NFL team sponsorship revenue reaches new heights this season

Sponsorship revenue totaled $2.05B across the 32 NFL teams in the 2022-2023 season–a new league record, and a 14% increase year-over-year. When combined with the league as a whole, total sponsorship revenue was $2.7B. Key growth drivers include the Apple Music Halftime Show and new sponsors like Socios and regional Healthcare brands.

Alcohol brands lead in deal volume

Led by spirit brands, Alcohol again topped the category list for brand spend, with 333 sponsorships across NFL teams and the league as a whole. Technology brands came in second with 218 sponsorships, and Food Products brands third with 177 deals. While the Alcohol category led by number of deals across the league and teams, it was second in revenue for team-only deals with $170M, trailing the first-place Finance category with $210M and topping Healthcare at $145M.

The NFL is going global in a big way

The league’s ambitious strategy to grow its international footprint took a giant leap forward with the launch of its international home marketing areas (IHMA) initiative in January 2022, granting teams access to foreign territories for marketing and fan engagement. Currently, 19 teams have access to 30 IMHA’s across 10 countries–led by the Los Angeles Rams (4), Miami Dolphins (3), and the Philadelphia Eagles (3). The goal: to become a global powerhouse by growing its fan base 26% to a staggering 240M worldwide, and focusing on key international markets like the UK and Germany. By hosting games and sponsored events and investing in youth football programs overseas, the NFL is actively cultivating its next generation of fans.

Jointly authored by SponsorUnited’s Business Intelligence, Analytics, and Marketing Departments, the report offers an in-depth analysis of more than 4,000 brands, 350 athletes, 3,100 deals, and 34,000 posts between the league, clubs, athletes, and brands during the 2022 season.