Under the tenets of a new law in North Carolina, the North Carolina Courage are among 11 entities in the state that can take part in expanded legal sports betting. Whether the organization will join the fray of those eligible to actually do so remains uncertain, however.
To date, the Courage have not indicated their plans on this opportunity either way. They would be the first National Women’s Soccer League (NWSL) franchise to form such a partnership if they do so. In a time when the league’s revenue and the need for that is approaching new levels, it could provide the club with an edge.
North Carolina expands legal sports betting
The latest gaming expansion law in North Carolina takes effect on Monday, Jan. 8, 2024. However, wheels are already in motion in the state toward introducing the expansion of legal sports betting in North Carolina.
The North Carolina Lottery Commission has received its first set of license applications. In addition, the Commission has approved new regulations for the activity. North Carolina Gov. Roy Cooper has expressed that he would like to see legal online sportsbooks go live in North Carolina before the 2024 version of March Madness.
What does all of that mean for the Courage? The new law requires potential online sports betting licensees to partner with organizations in North Carolina like the Courage. While the Courage would most likely not operate a sportsbook themselves, it would put the Courage in line to get a cut of the take.
What the law means for North Carolina sports betting
Previously, the only way to legally bet on sporting events in North Carolina was to visit the physical sportsbooks inside tribal casinos within the state. With the new law, online sports betting across the state becomes legal when using a licensed sportsbook.
Partnerships between sport entertainment organizations and sportsbook operators already exist in other states. For example, the Phoenix Mercury have such a relationship with Bally Bet. Although there are some nuances from state to state, there is a basic framework.
Under the terms of the law, the Courage could contract with a sportsbook operator who, pending licensure, would be the club’s official sports betting partner. That partner would handle all the sportsbook operations; the Courage would have no part in the actual day-to-day of running a sportsbook.
It would be identical to a sponsorship deal for the Courage in that way. For example, PepsiCo has an exclusive partnership with the Courage. The Courage are not running PepsiCo. Rather, the two separate entities have merely collaborated within a narrow section of their businesses.
For a potential partner, the deal with the Courage is essential. A hopeful North Carolina sportsbook operator could not receive a license without such a deal in place. In addition to that enablement, such a partnership would likely include exposure for the sportsbook brand in Courage media and at WakeMed Soccer Park in Cary.
What’s in it for the Courage
In exchange, the Courage would stand to receive some cash. The details of such deals are usually private but common configurations include either a flat fee paid to the Courage by the sportsbook and/or a percentage of revenue the sportsbook generates in North Carolina.
Additionally, the law will allow the Courage to open a “sports betting lounge” at WakeMed should the club decide to do so. Such spaces are not physical sportsbooks in that guests cannot place in-person wagers there. Rather, all the wagering would take place online but the lounges would incorporate the sportsbook’s branding. Such a space might feature some unique brand activations, too.
That sports betting lounge opportunity may mean the Courage can get a little more cash in the deal. The law does not require the Courage to do any of this, rather, it allows them to choose to do so or pass. At this time, it’s unclear what the Courage plan to do.
Will the Courage go all-in on sports betting?
Inquiries with the Courage on this topic so far have gone unanswered. Meanwhile, the list of potential candidates for a sports betting partner is growing smaller. National brands like Bet365 and FanDuel have already formed partnerships with other entities in North Carolina.
Furthermore, the first list of sportsbook applicants excludes some notable sportsbook operators. Brands like BetRivers and Betway have not, to date, applied for licenses in North Carolina. These circumstances suggest that at least for now, the Courage may be passing altogether.
At the same time, the Courage don’t seem opposed to partnering with gambling companies. PrizePicks, which offers real-money daily fantasy sports contests that essentially work the same way as player prop bets in several states, are among the sponsors of the Courage.
There may be some new motivation for the Courage to take advantage of this opportunity. Free agency has pushed player salaries to a new level in the NWSL. Additionally, other clubs in the league like Angel City FC have raised the bar in terms of revenue.
For now, the involvement of the Courage in this regard remains unclear. The opportunity is obvious and present, however.
