- PointsBet has inked a deal with Major League Soccer (MLS) team Austin FC as a ‘Founding Partner’.
- The deal also gives PointsBet exclusive rights in the gaming category which includes retail and online sports betting, daily fantasy, and free-to-play games.
- Austin FC just completed its first MLS season and plays home games at the new Q2 Stadium.
PointsBet has made the sports team and league partnership deal an art form and they’ve just added a new one. They’ve signed on with Austin FC of Major League Soccer (MLS) as a ‘Founding Partner’ of the first year team. The long-term deal also includes exclusivity in the gaming category, which a press release announcing the partnership defines as ‘retail and online sports betting, daily fantasy, and free-to-play games’. It is PointsBet’s first MLS partnership and first partnership with a professional sports property in Texas.
Austin FC is the first professional sports team in the booming Austin market and they play home games at the brand new, state of the art Q2 Stadium. The deal is interesting as Texas currently has no sports betting. Despite the state’s denial of gaming rights to its citizens, PointsBet will offer a free to play game in conjunction with NBC Sports called ‘Lone Star Pick’Em’:
Though sports betting is not yet available in the state of Texas, those interested in PointsBet can currently participate in the “Lone Star Pick’Em” free-to-play contest, courtesy of NBC Sports – PointsBet’s official sports betting partner. As part of the relationship, NBC Sports provides PointsBet with year-round, multi-platform media and marketing opportunities across its unmatched portfolio of events, including exclusive multiplatform gameday integrations across national and regional linear and digital properties.
Another interesting component of the deal–PointsBet has gained ‘naming rights’ to an in-stadium bar that will now be known by the clever name ‘PointsBet Sports Bar’:
As a Founding Partner and as the Club’s Exclusive and Official Sports Betting Partner, PointsBet will receive prominent brand integration at Austin FC’s new Q2 Stadium. Notably, PointsBet has secured entitlement to the “PointsBet Sports Bar,” located on the second level of the North Building, and featuring a wide variety of beers, various food options, 18 television monitors, table games, and air conditioning. The “PointsBet Sports Bar” currently operates as a public bar during Q2 Stadium ticketed events and is available to anyone with a match ticket.
In addition, there are the usual branding rights and sponsorship opportunities. The press release points out the interesting fact that there will be English and Spanish branding as part of the partnership. According to the release, PointsBet is the ‘only sportsbook with deep Spanish language functionality’:
PointsBet will also receive full usage of Austin FC IP, marks, and logos, in addition to various sponsorship opportunities and brand visibility across multiple linear and digital assets. The two sides will collaborate on giveaways, promotional sweepstakes, and events throughout the term of the partnership. PointsBet and Austin FC will activate together in both English and Spanish, as PointsBet’s rare ownership of its technology platform allows the company to be the only sportsbook with deep Spanish language functionality.
Johnny Aitken, CEO of PointsBet USA puts his company over in the press release quote:
“As the city’s only major league team, Austin FC has excited global soccer fans and is setting a new standard for what it means to deliver for their supporters and their community by putting a laser-focus on experience. That’s exactly what we’re doing in the sports betting industry, and we simply couldn’t be more thrilled to align with the club in its inaugural season as a Founding Partner. We look forward to a future when our groundbreaking technology will be in the hands of Austin FC’s passionate and tech savvy fanbase.”
Andy Loughnane, President of Austin FC, does a good job with what has to be his first ever sportsbook press release quote:
“PointsBet has emerged as a leader in what is arguably the most competitive and coveted landscape in sports. We are honored that PointsBet has chosen to strategically align with Austin FC and Major League Soccer as they continue to expand their impressive North American footprint.”
The MLS was quick to jump on the sports betting bandwagon and several of their teams have signed sportsbook partnership deals. Great move for PointsBet and sports betting in general–the further that sports betting can break into the mainstream the better for everyone involved. This allows them to establish their brand to a potentially huge market and simultaneously gives them a chance to establish themselves as a valued partner with the local MLS team.
