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The rash of partnerships between major North American sports teams and sports betting providers wrote yet another chapter Friday with news out of the Windy City that the Chicago Bears have joined forces with premier global sportsbook operator PointsBet, who becomes the club’s first sports betting sponsor.

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Previously taboo within NFL circles, acceptance of legal sports betting has been swift and all-encompassing for the league. It was only this year that the National Football League announced that teams could seek out partnerships with sports betting operators and teams have been taking advantage since. The Denver Broncos were first on the board with BetMGM and now teams like the Eagles, Raiders, Lions, Giants among others have sponsorship deals in place for the 2020 season.

What’s the Deal?

The Bears/PointsBet deal looks pretty standard as far as partnership deals have gone in this space so far. PointsBet will gain full usage of Chicago Bears IP, marks and logos, as well as sponsorship opportunities and brand visibility across various digital assets. In other words, valuable exposure for the brand before, during and after Bears games.

For PointsBet, the Chicago partnership provides brand mentions on all Bears broadcasts, including digital and social media channels. There will be prominent branding signage throughout the stadium that will be highly visible for both in-person and TV audiences. The deal grants PointsBet the ability to use official Bears logos and trademarks on their sites. Saturday night lotto results.

PointsBet, in turn provides a host of Bears-focused content on their site and will provide the team’s fans with unparalleled promotional opportunities including the best price in the market in terms of pregame spreads and moneyline bet options for all Chicago Bears games. Of course, Bears fans will gain access to a unique sign-up code that gives users the chance at PointsBet’s market-leading special promotions.

What Both Sides Are Saying?

The Bears/PointsBet partnership is mutually beneficial – two of the biggest names in their respective spaces joining forces is expected to be a boon for both sides involved. The partnership officially gives Bears fans new and exciting ways to engage in the sport and the team they love and PointsBet exclusive rights to Bears intellectual property.

“As we break into the sports betting category for the first time, we couldn’t be more excited to welcome PointsBet to the Bears family as a Proud Partner,” said Chicago Bears President & CEO Ted Phillips. “This deal will bring fans a new way to interact with and cheer on the club.”

“The PointsBet team is incredibly excited to become the first legal sportsbook partner in Chicago Bears history. We are teaming up with a first-class organization, supported by extremely passionate fans,” noted Johnny Aitken, PointsBet USA CEO. “Since launching our fast and differentiated mobile sports betting app in Illinois, we’ve been thrilled by the reception from Chicago sports bettors. We’ve always viewed Illinois to be a supreme market opportunity for the PointsBet brand, and we look forward to increasing our presence alongside famed partners in the Chicago Bears.”

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Taking Illinois by Storm

PointsBet hasn’t been shy about getting their name out in the Illinois legal sports betting scene. The sports betting provider has quickly moved into the state and will have locations at four prime locations around Chicago where two MLB teams, 1 NHL team and the NFL’s Chicago Bears call home – one of which being Hawthorne Race Course.

“What we wanted to design was a catchment,” the PointsBet CEO said about the locations they chose. “So if you headed north of Chicago, northwest, southwest or south, chances are you are going to drive past one of our four sportsbooks.”

As an added perk, PointsBet recently entered into a partnership with Chicago Bears legend, Devin Hester to emphasize their product’s unmatched speed and ease of use.

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Strengthening Pointsbet

The Chicago Bears partnership deal only strengthens PointsBet’s foothold in the Illinois market where it seems that everywhere you turn, the PointsBet brand will be there.

PointsBet, through a series of recent moves has vaulted to the top tier of sports betting providers in the US. Their landmark $393 million deal with NBC illustrates the seriousness of the Company to maintain their elite status.

For PointsBet, the Bears are just another notch in their belt. For the Bears, it is clearly an opportunity to find a new way to engage fans and work with an unquestioned industry leader in the US legal gambling space.