PointsBet commits to $393m marketing spend in long-term NBC deal

Global betting company PointsBet has struck a five-year agreement with US media giant NBCUniversal, through which it will become the official sports betting partner of NBC Sports.

Under the agreement, PointsBet will receive year-round, multi-platform media and marketing opportunities surrounding NBC Sports content.

PointsBet, which was founded in Australia and launched in the US in January 2019, said that a total committed marketing spend of $393m (€330m) would be allocated in progressively increasing amounts over the five-year media agreement.

NBCUniversal will also receive a 4.9-per-cent shareholding in PointsBet as part of the wide-ranging accord.

Effective immediately, PointsBet will be incorporated into exclusive multi-platform game-day integrations across the eight NBC Sports Regional Networks, which serve as the exclusive regional homes to MLB, NBA and NHL teams.

The company also becomes an official partner of the NBC Sports Predictor app, which will expand its offering and integrate PointsBet-specific content. Exclusive PointsBet odds integrations will also be incorporated into Rotoworld, NBC Sports’ fantasy and sports betting digital property.

Additionally, PointsBet will benefit from multi-platform integrations with NBC Sports’ Golfnow and Golfpass brands, while the betting company’s Spanish-language functionality will enable it to reach Hispanic sports viewers through Telemundo Deportes and Telemundo broadcasts.

PointsBet will also become the exclusive provider of odds, props and trends for NBC Sports Network and Golf Channel, the newly-launched Peacock streaming service, and NBC Sports podcasts.

The agreement furthers PointsBet’s expansion plans in the US.

Earlier this month, the company signed a multi-year deal with golf’s PGA Tour and also struck a multi-faceted deal with Kroenke Sports & Entertainment, through which it will partner with the NBA’s Denver Nuggets, NHL’s Colorado Avalanche, National Lacrosse League’s Colorado Mammoth and the Pepsi Center arena.

PointsBet also holds partnerships with the Indiana Pacers NBA team and the North American division of LaLiga, the organising body of the top two tiers of Spanish football.

Commenting on the tie-up, David Preschlack, president of NBC Sports Regional Networks and executive vice-president of content strategy at NBC Sports Group, 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.”

Sam Swanell, PointsBet managing director and group chief executive, added: “Through the NBC Sports partnership, PointsBet gains access to market-leading linear assets which span 184 million viewers and digital assets which span 60 million monthly active users.

“These assets will act as the cornerstone of our marketing strategy and combined with our in-house technology and products, as well as our talented and experienced team, will deliver outstanding client acquisition and retention efficiency as we scale rapidly over the next five years.