Sports Book to Set Up Shop Near Lambeau Field This Season

A record 45.2 million Americans (or about 18% of the population) plans to wager on the upcoming 2021 National Football League season, according to research released today by the American Gaming Association (AGA).

The NFL season gets going in a matter of hours with the defending Super Bowl Champion Tampa Bay Buccaneers hosting “America’s Team,” the Dallas Cowboys tonight. Compared to last season, we are expected to see a 36% increase in the number of Americans placing a bet on pro football this season.


That’s great news for the Gamble USA site, and all other operators in this industry and closely related industries. It’s also a huge deal for any and all NFL teams that believe they can match Dallas’ claim as “America’s Team.” Nowadays that’s likely the New England Patriots, although our neighbors to the north, the Green Bay Packers, are certainly in that mix.

When you’re up in this rarified air, with other franchises like the Pittsburgh Steelers, Washington Football Team, New York Giants and a couple others, standing out is extremely difficult. You need every competitive advantage possible to stay ahead and the Packers are moving towards one of those initiatives, with a sports book coming soon to a location in close proximity to historic Lambeau Field. 

There is currently a casino four miles from Lambeau Field, and it’s operated by the Oneida Nation. This is the only casino in the state of Wisconsin that will offer legal sports betting at some point this NFL season, and it’s in the backyard of the Pack. Wisconsin is now starting to get their legal sports betting industry under development and expansion. 


Most likely it will get up and running by November, and it’s another method of increasing awareness and attention of the team, league and sport. Not that the NFL or the Packers need it, as this world has plenty of cheeseheads already, but again, to stay at the top in any business, you got to keep hustling to get more customers and consumers. 

Since 2018, when the Supreme Court decided that it was up to the states to have autonomy on sports gambling, we’ve seen the legal sports betting industry boom, and just about everybody is getting in on it. 

Online sports betting will go live in Arizona today, just in time for NFL season. Some of the sports betting plans and options at the Arizona Cardinals home, State Farm Stadium, are taking shape.

BetMGM plans to offer a sports gambling experience inside the facility in suburban Glendale.

On the college side, the stadium’s bowl game, the Fiesta Bowl, signed a deal with Caesar’s for some of their events. It’s believed to be the first deal of its kind- a gambling operator partnering with a college bowl game.

“Sports betting is more popular than ever among Americans, and the enthusiasm of bettors for the upcoming NFL season highlights the remarkable growth of the industry over the past three years,” said AGA President and CEO Bill Miller.

“Importantly, when the 2021 NFL season begins, more than 111 million American adults will be able to wager safely with regulated sportsbooks in their home states rather than with the predatory illegal market.”

It’s certainly the dawn of a new era. 

“Fans are the heartbeat of professional sports, and leagues like the NFL are realizing the full potential of sports betting to drive fan engagement,” added Miller. “To capitalize on this tremendous opportunity, the NFL and its 32 teams must also realize their responsibility to educate fans and promote responsible gaming.”

Paul M. Banks runs The Sports Bank, partnered with News NowBanks, the author of “Transatlantic Passage: How the English Premier League Redefined Soccer in America” and “No, I Can’t Get You Free Tickets: Lessons Learned From a Life in the Sports Media Industry,” has regularly appeared in WGNSports Illustrated and the Chicago Tribune.

Follow him on Twitter and Instagram.

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