Cincinnati Bengals Secure Official Sports Betting Partnership with Betfred Ahead of Ohio’s Launch

On Wednesday, the Cincinnati Bengals announced a multi-year partnership to make Betfred the team’s official sports betting partner. As part of the partnership, Betfred will apply to secure mobile sports betting market access in Ohio once the market launches on January 1, 2023. Betfred was represented in the deal by SCCG Management, a consultancy specializing in sports betting and iGaming.

Bengals vice president and chief marketing officer Brian Sells said, “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 game day.”

“The Bengals are a premier franchise with a passionate fanbase and a history of innovation that aligns with our brand,” said Mark Stebbings, Betfred Group COO. “We look forward to engaging with fans across the state as we introduce them to unique betting promotions and content throughout the year.”

What Does the Partnership Entail?

The Bengals will be added to the existing Betfred partners, including the Colorado Rockies of the MLB and the Denver Broncos of the NFL. According to Sportshandle’s official sports betting partnership tracker, the Bengals are now one of 20 NFL teams with an official partner in the industry. The Browns recently agreed to such a partnership with Bally’s Interactive to secure market access for Bally Bet.

According to WCPO’s Dan Monk, the Bengals have applied for a sports betting license through their partnership with Betfred. Eighty-five companies in the state can apply for a sports betting license, and the Bengals will become one of those entities. The Bengals are one of eight companies to seek a license since June 15, when the application process began.

Betfred is a UK-based bookmaker that owns and operates over 1,400 betting shops and now has operations in six states, including Arizona, Colorado, Iowa, Louisiana, Nevada, and Pennsylvania. Recently, Betfred reported that its pre-tax profits for the 12 months until September 26, 2021, fell by nearly $240.5 million. Still, a rebound is expected as it continues to expand its United States market.

It’s unclear what the specific aspects of the partnership will be, but we can assume there will be a Betfred-branded retail sportsbook at Paul Brown Stadium, where the Bengals play in the future. The partnership will include fan engagement activations, promotions, and free-to-play gaming opportunities.

When Will Ohio Sports Betting Launch?

In December 2021, the Ohio House of Representatives and Senate approved a sports betting bill later signed into law by Governor Mike DeWine. In June, the application window opened for entities to secure licenses in sports betting, and the state announced the universal start date (USD) for sports betting would be January 1, 2023.

Sports bettors hoping for a market launch by the start of the 2022-23 NFL season are unfortunately out of luck, according to the FAQ on the Ohio Casino Control Commission’s website, “given the intricacies of the rule making process in Ohio and the number of licenses and investigations that the Commission must issue or undertake.”

We will continue to update you with the latest news and information regarding the legalization process in Ohio as we surge towards the USD of January 1, 2023.