FC Cincinnati signed a deal with SuperBook Sports that will grant it certain privileges and a sportsbook. [Image: Shutterstock.com]
Another union in Ohio
Major League Soccer (MLS) team FC Cincinnati has signed a multi-year partnership with SuperBook Sports, making it the official partner of the team.
headlined by the world’s largest sportsbook at Westgate Resorts hotel and casino in Las Vegas
SuperBook now has an even more impressive catalog of partners, headlined by the world’s largest sportsbook at Westgate Resorts hotel and casino in Las Vegas. Its entrance into the world of soccer is just another chapter in the integration of sports and entertainment.
The announcement comes during a period of sports betting growth in Ohio, with the first window of license applications having just closed last Friday. FC Cincinnati was one of the teams to apply, going in with their newest partner in a bid to receive one of the 25 available licenses.
SuperBook secures another deal
SuperBook has been providing odds for major sporting events since 1993. It has not enjoyed the same share of the market as other giants such as FanDuel and DraftKings, but its latest initiative puts it in a more favorable position moving forward.
“We are extremely excited to partner with an industry leader like SuperBook,” said FC Cincinnati co-CEO Jeff Berding. “Their focus on the sports fan, in addition to their ability to provide a seamless experience, fully aligns with all we do at FC Cincinnati.”
SuperBook Sports will launch its mobile betting app
Pending license distribution from the state, SuperBook Sports will launch its mobile betting app, allowing gamers in Ohio to wager on a variety of professional sports, including the MLS and FC Cincinnati matches. It will also prioritize local teams, including the Cleveland Browns, Cleveland Guardians, and Cincinnati Bengals.
SuperBook’s betting app is unique because of its recurring odds boosts. Here, bettors can find pages of altered lines that give them a higher chance of taking home some cash.
Bettors will still be able to access sports that are not local.
FC Cincinnati and the MLS’ growth
The expansion of sports betting has left the MLS between a rock and a hard place. According to a June 30 report from Forbesthe league identified less-dense urban areas as epicenters for their franchises, but while they have enjoyed less competition from teams in other professional sports, they are stuck in less marketable areas for sports betting.
DC United made headway last week, becoming the first MLS team to plan an in-stadium sportsbook, courtesy of FanDuel. Although SuperBook’s deal with Cincinnati is not quite of the same magnitude, it is another boost for the league’s visibility.
“SuperBook could not be more pleased to partner with an outstanding team like FC Cincinnati,” said SuperBook Sports Vice President of Marketing Kristin Mackey. “Their focus on the fan experience, the pride in their brand and their commitment to the sport is exactly in line with the SuperBook brand. We look forward to continuing to grow this partnership and provide the best sports wagering experience to fans.”
Deals like these could be the way forward for the MLS
In many ways, deals like these could be the way forward for the MLS. According to multiple reports, the 2021 season was the most-watched on cable in league history; the rise in streaming is also sure to play an important role in augmenting the league’s profile.
Part of the deal also grants an in-person sportsbook somewhere in Cincinnati to SuperBook, where fans could go to place wagers or watch any of their local favorites on the big screen.
By integrating betting and soccer, casual sports fans who do not have as much contact with the MLS will be shown a new opportunity for involvement, thereby increasing their likelihood of becoming a fan.