The mystery of who the Cincinnati Bengals plan to partner with on sports betting in Ohio turned out to be short-lived.
On Wednesday, the Bengals announced a multi-year partnership with Betfred that makes the British bookmaker the NFL team’s official sports betting partner.
The announcement follows the update last Friday of the list of applicants for Ohio sports betting licenses, which showed the Bengals had filed for a “proprietor”-class permit for online wagering.
While the Ohio Casino Control Commission's list showed no service provider for the football team, the regulator has also noted partnership information will only be released once applications are received from both parties.
"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, vice president and chief marketing officer for the team, in a press release. "We look forward to working with Betfred to create fun, fan-focused activations that add to the excitement on gameday."
The legalities
Legal sports betting in Ohio won’t start until Jan. 1, 2023, as per the wish of regulators.
Still, Ohio law sets out that online sports betting will have to be initially offered in partnership with the holder of one of the 25 licenses for mobile wagering. Preference for those licenses is being given to professional sports organizations, such as the Bengals, as well as the state’s casino and racino operators.
A separate license is available for sportsbook operators, such as Betfred, that wish to offer online sports betting on behalf of a team or casino. BetMGM, DraftKings, and FanDuel are among those that have already applied for a license to act as a so-called "mobile management services provider."
The Bengals’ in-state rival, the Cleveland Browns, have partnered with Bally Bet.
According to Wednesday’s release, and pending regulatory approval, Betfred plans on launching a mobile sports betting app in Ohio. That’s in addition to various other “fan engagement activations, promotions and free-to-play gaming opportunities” mentioned as part of the deal with the bookmaker, which runs more than 1,400 betting shops in the United Kingdom and is a licensed operator in several U.S. states.
Whether the Bengals will build a brick-and-mortar sportsbook at their home stadium remains to be seen, as the team, as of last Friday, had yet to apply for a retail license.
"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," said Mark Stebbings, chief operating officer of Betfred Group, in the release. "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."
