Listen to this article

Three New Jersey-based sports betting companies are among four the National Football League approved for its official sports wagering partnerships ahead of the fall football season.

Under the agreement announced Aug. 30, those four sportsbook operators would be able to buy in-game commercials and “other select NFL media inventory.”

FOX Bet, based in Cherry Hill, and the Jersey City-based PointsBet and BetMGM – the online gaming arm of MGM, which owns Borgata Atlantic City – were announced as the three New Jersey sports betting partners for the NFL. The fourth is WynnBet, which is based in Las Vegas.

All four have sizable presences in New Jersey’s highly lucrative online and mobile app sports-betting market.

The deal comes after the NFL announced similar agreements in April with Fanduel, DraftKings and Caesars Entertainment, which owns three Atlantic City casinos.

The NFL, along with other professional sports leagues, were previously staunch opponents of the 2018 efforts to lift a near-nationwide ban on sports betting, and then lobbied heavily that year to block legislation that would have legalized and regulated the practice in New Jersey. Now, the NFL is embracing the market.

“Along with our three official sports betting partners, this group of operators will help the League to engage fans in responsible and innovative ways this season as the sports betting landscape continues to evolve,” reads a statement from Nana-Yaw Asamoah, vice president of business development with the NFL.

The NFL chose Caesars entertainment as its first “official casino” in 2019, giving it exclusive rights to NFL trademarks including “Super Bowl.”

And DraftKings last September was made the New York Giant’s official sports betting partner.

Under the April agreements with Caesars, DraftKings and FanDuel, all three were able to use intellectual property and trademarks for their sports-betting promotions. And they would be able to display NFL content such as the league’s highlights and stats on their website.

“We remain laser-focused on innovating for the fan, at the stadium, in our physical sportsbooks and on their digital devices,” reads a statement from BetMGM Chief Executive Officer Adam Greenblatt.

Online and mobile app sports betting had dominated the market even before the COVID-19 pandemic, bringing in billions of dollars in wagers compared to brick and mortar venues. During the pandemic, it became a lifeboat for the casino industry.

“If not for internet gaming for the casino industry, the loss would have been significant,” Jeffrey Vasser, who heads the New Jersey Division of Travel and Tourism, said in an April interview.