The National Football League’s Philadelphia Eagles have struck a multiyear partnership with Fox Bet, the sports betting brand created by Fox Sports and The Stars Group.
As part of the agreement, the Eagles will create an expansive Fox Bet-branded studio and lounge at Lincoln Financial Field.
Located on the service level adjacent to the player parking lot and locker rooms, the 4,000-square-foot premium lounge and production studio will be able to accommodate up to 380 fans with access to the club space two-and-a-half hours prior to kickoff and one hour post-game.
Guests will enjoy all-inclusive food and beverage options, as well as behind-the-scenes premium access and prime locations to watch player arrivals and live post-game press conferences.
The lounge will also incorporate a fully-branded Fox Bet interactive “activation room” featuring wall-to-wall TV monitors and sports lounge seating, providing a fully immersive digital and physical experience.
Earlier this year, the NFL permitted teams to open betting lounges and strike sponsorship deals with sportsbooks, with those agreements deemed separate from those with casinos or daily fantasy operators. The Denver Broncos were a first mover among NFL teams, signing several pacts in the category, and the now the Eagles have made their own entry.
“This new, fully integrated partnership with Fox Bet has enabled us to reimagine the way we deliver content to our fans in a fun and innovative way,” said Catherine Carlson, Eagles senior vice president of revenue and strategy.
“Every week during the NFL season, this new interactive studio will bring Eagles fans closer to the game through exclusive access and interviews, football commentary from some of the biggest on-air Fox Sports personalities, and many other surprises along the way. We look forward to growing our partnership with Fox Bet, an industry leader that continues to expand its footprint in the Philadelphia market,” Carlson said.
Meanwhile, at the new studio, Eagles and Fox Bet will produce exclusive content across multiple platforms. The programs will feature Eagles on-air personalities and well-known players, as well as guest appearances from Fox Bet contributors.
Additionally, Fox Bet will serve as the presenting sponsor of Eagles Edge, a new program airing on the team’s digital channels following all Eagles games. The series, filmed on game days when the team is playing at home, will be broadcast across a number of digital team platforms, including the Eagles’ YouTube channel, mobile app, official website, and social media channels.
“This is a fanbase that knows and appreciates big things,” said Andrew Schneider, Fox Bet chief marketing officer. “They’re passionate, tough and willing to do whatever it takes to win. To connect our offering to this one-of-a-kind fanbase is a game-changer.
The partnership will include broadcast, digital and social media advertising on team channels, custom promotions and a strong branding presence on game days. It also includes prominent messaging on the stadium’s LED boards and end zone boards, as well as signage on concourse levels.
Fox Bet will also serve as the presenting sponsor of the Eagles Tailgate Crew – tailgating pods featuring Eagles Entertainment groups that interact with Eagles fans in the parking lots on game days when fans return.
In addition, Fox Bet has been designated an official partner of the Eagles. Terms were not disclosed.