Jacksonville Jaguars Partner with Hard Rock Bet

In what may become a trend for Florida sports teams moving forward, the Jacksonville Jaguars have reached a sponsorship agreement with Hard Rock Bet.

The deal was announced shortly after the start of the 2024 NFL season. This timing, of course, is not a coincidence. Sports fans begin betting on the NFL in earnest every September, usually just before Week 1. And for Floridians, this marks the first season in which they can legally bet on NFL football. So, both the sponsorship and timing of it were in many ways inevitable.

Hard Rock Bet, of course, is operated in collaboration with the Seminole Tribe. They continue to hold exclusive sports betting rights in Florida.

Terms of this partnership will feature a variety of elements. This includes Florida online sports betting specials specific to the Jacksonville Jaguars’ app. You read that correctly. Jaguars app users will be able to capitalize on NFL betting odds without having to leave the application.

What other details will be part of the Hard Rock Bet sponsorship? Should we expect more professional sports teams in Florida to follow the Jacksonville Jaguars’ lead? And are there any other big takeaways or prospective effects we should consider?

Partnership Between Jacksonville Jaguars and Hard Rock Bet is About More Than Just NFL Betting

Among the details that stand out most: The agreement between the Jacksonville Jaguars and Hard Rock Bet is not just about betting on football. There will also be casino and experience elements as part of it.

As the Jaguars’ Vice President of Corporate Sponsorships, Scott Massey, said in a press release: “Through our partnership with Hard Rock Bet, Jags fans will have access to a best-in-class sportsbook app, free-to-play casino games, and chances to make ‘money-can’t-buy’ memories.” Adam Hensley of PlayFL provides more details on the partnership below:

“According to a release, the deal gives some Hard Rock Bet users backstage pass experiences at EverBank Stadium. Players can also secure VIP access to Jaguars’ off-site events. Additionally, free-to-play games will be available on the official Jaguars app via Hard Rock Games. The games will be linked through the Hard Rock Neverland Casino, a social gaming platform…Jacksonville fans can expect to see a lot of Hard Rock Bet this year and beyond. The release noted that Hard Rock’s sports betting platform and the team will share co-marketing elements. That includes ‘marquee signage’ and branding at EverBank Stadium, along with social media, CRM and digital campaigns throughout the season.”

For the most part, this is a pretty standard-looking partnership. The betting inside the Jacksonville Jaguars app feature is probably the most unique feature. And there’s a chance the “experience” opportunities stand out, though most partnerships with online sportsbooks in the United States and pro sports teams tend to include some variation of them.

Will Other Pro Sports Teams in Florida Sign Similar Sports Partnerships?

The answer to this question is somewhat complicated. If push comes to shove, we would say, yes, this may mark the start of a trend. In fact, it may already have been a trend.

Hard Rock Bet is already an official partner with the NFL’s Miami Dolphins. Their agreement also includes elements similar to the one with the Jacksonville Jaguars. However, we have not seen any mention of the Dolphins app including anything other than some Hard Rock Bet branding.

Whether these sponsorships become more common across other sports remains to be seen. Our guess, again, is that they will. However, there are limitations on the Florida sports betting market. Most notably, Seminole Tribe sportsbook offerings, such as the Hard Rock Bet app, are the only game in town. Other sportsbooks in the USA cannot receive licenses to operate in Florida.

That may change over time. But it most likely won’t be anytime soon. The gaming compact negotiated by the Seminole Tribe with the state of Florida spans three decades. It can of course be amended. But it is hard to see the Seminoles surrendering their Florida online sports betting exclusivity without major incentives.

To that end, it is not clear how valuable these partnerships are to them. If you are betting on sports in Florida, you already know about them. Because, again, there is no one else.

On the flip side, just because you use a Seminole Tribe sportsbook does not mean you are aware of their sports betting app. Many may be traveling to a brick-and-mortar operation at one of the Seminoles’ casinos. Striking deals with flagship NFL teams like the Jacksonville Jaguars is nothing if not good for expanding awareness of their Florida online sports betting app.

We Might See Other Sportsbooks Partner with Florida Teams Anyway

Of course, just because the Seminole Tribe has Florida sports betting exclusivity doesn’t mean other operators won’t enter the fold. Sportsbooks such as FanDuel, DraftKings, BetMGM, etc. are free to broker partnerships with pro sports teams in The Sunshine State if they please.

Many will struggle to see the value for those companies. But it’s twofold.

First and foremost, they build a partnership with a franchise that could pay off if and when Florida sports betting ever expands. Beyond that, expanding brand awareness in the region can be useful as nearby states legalize online sports betting.

People from North Carolina, South Carolina, Tennessee, Georgia, et al. often count themselves as fans of Florida sports teams. Negotiating partnerships that include branding at games and in team applications can go a long way toward driving nation-wide business.

That in itself is also a reason for Hard Rock Bet and the Seminole Tribe to continue seeking out these deals with other Florida sports teams. Because if they have their branding in place, it means other companies will not. Either way, this is a potential trend to keep an eye on.

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