Two major online sportsbooks, DraftKings and BetMGM, have recently inked deals that pave the way for their operations in the Tar Heel State. 

BetMGM Forges Strategic Alliance with Charlotte Motor Speedway

BetMGM, recognized as a leader in sports betting and iGaming, disclosed its strategic partnership with Charlotte Motor Speedway, a prominent motorsports and entertainment venue. The collaboration aims to bring BetMGM’s online sports betting platform to North Carolina once the state officially legalizes sports betting. 

Greg Walter, Executive Vice President, and General Manager of Charlotte Motor Speedway, expressed enthusiasm about the venture, stating that the partnership with BetMGM would not only enhance the sports fan experience but also contribute to North Carolina’s tax revenue, support colleges, and attract major events.

BetMGM CEO Adam Greenblatt also commented. He said: “BetMGM’s partnership with Charlotte Motor Speedway meets a great demand for entertainment from North Carolinians. Together we will deliver a premier and responsible gaming product that benefits many state agencies.”

DraftKings Accelerates North Carolina Entry with NASCAR Partnership

Simultaneously, DraftKings, a major player in the digital sports entertainment and gaming industry, announced its partnership with NASCAR. The agreement involves a written designation agreement, marking a significant step toward DraftKings’ operations in North Carolina. 

Matt Kalish, President of DraftKings North America, highlighted the shared commitment between DraftKings and NASCAR in enhancing the fan experience, expressing anticipation for providing their leading mobile sportsbook to North Carolina fans.

Upon launch, North Carolina would become the 27th state where DraftKings Sportsbook is operational, aligning with the company’s scheduled entry into Vermont on January 11.

North Carolina Sports Betting Committee Faces Tight Deadline for Launch Amid Operator Applications

These developments come shortly after the North Carolina Sports Betting Committee convened in 2024, adjusting the initial timeline for sports betting to be live after the Super Bowl. The state now faces a deadline of June 14 to finalize the necessary arrangements, with hopes of launching online sports betting in time for March Madness.

Seven operators, including BetMGM, DraftKings, ESPN BET, Fanatics, and FanDuel, have already applied for licenses in North Carolina. Industry experts acknowledge the challenges posed by regulatory compliance but emphasize the importance of ensuring that all operators understand and adhere to the state’s laws and regulations.

Additionally, FanDuel and the PGA Tour are set to collaborate in North Carolina‘s sports betting market, building on their existing partnership. This move aligns with North Carolina’s opening for sports betting operators to form partnerships, attracting both established companies as well as emerging operators.

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Operators in the Bay State can rest easy after the Massachusetts Gaming Commission (MGC) voted 5-0 to waive some of the restrictions regarding affiliate agreements. The regulator carefully weighed the pros and cons of maintaining the current ban and decided that CPA and revenue-sharing models should exist within its jurisdiction, allowing for proper oversight.  

Affiliates Remain a Highly Contentious Matter

The MGC first announced its intention to tackle revenue-sharing agreements in February. Current regulations in the Bay State prohibit all sports wagering operators from compensating third parties based on the volume of clients, wagers, or the outcome of specific bets. Such restrictions rule out the traditional affiliate models many operators depend on for marketing and promotions.

After a thorough review, the Commission agreed to hold talks with operators and affected parties to determine its future course of action. The regulator announced it would hold its final vote on 23 March. However, the date is almost two weeks later than the official launch of online sportsbooks in the state, so it would substantially hamper operators who depend on affiliates for much of their onboarding process.

The Regulator Is Working on a Permanent Solution

According to the latest updates, the MGC has conceded to a temporary waiver of CPA and revenue-sharing restrictions until 14 April. A unanimous vote decided that the stopgap measure would provide sufficient time to implement better safe gambling rules while allowing a smooth and problem-free online sports betting launch.

Despite the regulator’s willingness to tackle the matter, it is unlikely to make the waiver permanent without implementing additional safe gaming and compliance requirements. Several commissioners were cautious regarding the compromise, but most agreed that the MGC should take the initiative and impose a framework focusing on player safety.

Someone is going to fill the space…and we should be regulating this.

MGC Commissioner Jordan Maynard

The Commission has already taken measures to reign in affiliates with a new regulation classifying them in the same category as vendors, requiring them to register with the regulator. The MGC is also considering requiring them to apply for a vendor license or potentially introducing other regulations to prevent market saturation.

Affiliate marketing for operators remains a sensitive subject. MGC chairperson Cathy Judd-Stein noted that revenue sharing inherently contradicted the organization’s responsible gaming efforts. However, the Commission seems to agree that the practice is a necessary evil and is doing everything to ensure safe and reasonable implementation. With the 10 March online sports betting launch closing in, the Massachusetts regulator will undoubtedly face many other similar challenges.

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