Betfred has formed a multi-year partnership with NFL Super Bowl finalists Cincinnati Bengals to become the official sports betting partner of the franchise.
It comes ahead of the launch of legal sports betting in Ohio, with the market set to open on January 1, 2023.
The UK-headquartered sportsbook group intends to open a mobile sports betting app in Ohio, pending regulatory and licensing approvals; securing a deal with a major NFL franchise in the state puts it in a strategically advantageous position ahead of the launch.
Additionally, the Bengals has a partnership with Low6, as the team launched two free-to-play games with the sports gamification company.
The NFL franchise has also applied for a sports betting license, as revealed by the Ohio Casino Commission Control last week.
“The Bengals continue to look for exciting new ways to enhance the fan experience and this partnership will provide additional opportunities to engage with our fans,” said Brian Sells, Bengals Vice President and Chief Marketing Officer.
“We look forward to working with Betfred to create fun, fan-focused activations that add to the excitement on gameday.”
The partnership will see a variety of fan engagement activities put on by Betfred to activate fans of the Bengals with the brand. Other activities related to the partnership include promotions and free-to-play games made available to players in Ohio.
“This is an exciting opportunity to partner with the Bengals as we continue to expand Betfred across the US and into Ohio with the launch of sports betting in the near future,” added Mark Stebbings, Betfred Group Chief Operating Officer.
“The Bengals are a premier franchise with a passionate fanbase and a history of innovation that aligns with our brand. We look forward to engaging with fans across the state as we introduce them to unique betting promotions and content throughout the year.”