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Cincinnati Bengals Announce Partnership With Betfred Sports

James Murphy
by in NFL on
  • The Cincinnati Bengals and Betfred Sports have announced a multi-year promotional partnership.
  • The deal will make Betfred the ‘official sports betting partner’ of the NFL team.
  • Ohio’s regulated sports betting market is scheduled to launch on January 1, 2023.

Betfred Sports has been one of the more resourceful sportsbooks since the fall of PASPA. They continue to extend their US market reach slowly but surely. They opened their US subsidiary in 2019 and quickly launched in Colorado and Iowa. They’re now live in Arizona, Iowa, Pennsylvania, Louisiana, Washington, and Colorado, with Nevada and Maryland pending regulatory approval.

Also in the pipeline–a launch in Ohio, which is scheduled to start their regulated sports betting marketplace on January 1, 2023. It’s been a long time coming–here’s a recap of the regulatory situation in Ohio:

On December 8, 2021, the General Assembly passed House Bill 29, legalizing and regulating sports gaming in Ohio. The bill, which took effect March 23, 2022, allows sports gaming through licensed operators of online sportsbooks and brick-and-mortar establishments. The bill sets a comprehensive licensing and regulatory framework under the jurisdiction and rulemaking authority of the Commission. The bill also creates the Ohio sports gaming lottery, operated by the Ohio Lottery Commission through terminals at certain liquor permit establishments.

The bill sets January 1, 2023, as the date by which sports gaming must be approved to begin and requires that all forms of sports gaming be allowed to start accepting wagers on the same date.

A few companies have already entered into market access agreements including WynnBETCaesars SportsbookFubo Sportsbook, Jack Entertainment and Maxim Sportsbook. You can now add Betfred sports to that list and they’ve signed up a very high profile partnership to help them with the launch. They’ve brokered a deal with the NFL Cincinnati Bengals to become the ‘teams official sports betting partner’. Based on the press release announcing the partnership, the particulars are what you’d expect:

Legalized sports betting in Ohio will officially begin on January 1, 2023. Pending appropriate licensing and regulatory approvals, Betfred plans to launch a mobile sports betting app for fans to place wagers on sporting events anywhere in Ohio. The partnership also includes a variety of fan engagement activations, promotions and free-to-play gaming opportunities. Betfred was represented in the deal by SCCG Management.

Brian Sells, Bengals Vice President and Chief Marketing Officer, is pleased to align his team with a quality outfit like Betfred:

“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. We look forward to working with Betfred to create fun, fan-focused activations that add to the excitement on gameday.”

Mark Stebbings, Betfred Group Chief Operating Officer, returned the pleasantries:

“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. 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.”

Betfred USA is the wholly owned US subsidiary of Betfred Group, a UK-based bookmaker that owns and operates over 1,400 betting shops in the UK with over 50 years of experience. 

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