A relaxation of the rules will allow land-based casinos the right to sponsor team franchises after a majority of franchise owners pushed for looser regulation in order to take advantage of lucrative sponsorship opportunities.
Rather than open the floodgates to a free-for-all, however, the NFL is stipulating that a number of safeguards be built into any such sponsorship deals, including a prohibition on casino partners from directly advertising related sportsbook properties via NFL teams.
Other restrictions include a ban on any syndicated franchise from adopting a revenue sharing or betting-oriented partnership with a gambling business while casino advertising will be limited initially to pre and post-match programming.
Instead casino advertisers will be granted the opportunity to display their NFL team logos within their advertising.
Hyundai recently announced its decision to extend its NFL sponsorship to NBC's Sunday Night Football.