The NFL is set to lift its long-standing veto on gambling advertising and marketing in a move that will enable land-based casino operators the opportunity to sponsor its team franchises. The volte face was announced by NFL chief media officer Brian Rolapp at a recent business conference when he revealed that league governance would permit casino advertising during NFL 2018/19 games.

The decision to allow casino advertising has been undertaken by the NFL’s Business Ventures Committee ahead of the start of a new football season on September 7. The majority of NFL franchise owners are said to want to ‘relax’ the league’s rules on gambling-related content, opening teams to new lucrative sponsorship opportunities post-PASPA’s federal repeal.

Although the NFL will allow casino sponsorships/advertising, US media reports that league governance will add a number of stipulations to partnerships, safeguarding franchise relationships with gambling enterprises.

Among the proposed caveats, NFL casino partners will be prohibited from directly advertising their related sportsbook properties through NFL teams. Furthermore, the NFL will not permit any syndicated franchise to take-up a revenue-share or wagering- oriented partnership with a gambling enterprise.

Opening the league to gambling advertising, the NFL seeks to maintain a brand-centric approach for casino advertisers, who will be allowed to display NFL team logos across their advertising verticals.

Further reported stipulations, see the NFL limit initial casino advertising to pre and post-match TV programming, with the league prohibiting the marketing of gambling-related content during in-game segments.

The NFL governance has yet to fully disclose its official directives on gambling advertising.