Operator reaction to North Carolina online sports betting launch
Eight firms have gone live in the Tar Heel State this week, with all eyes on battles for supremacy, and Underdog’s first steps into the vertical
North Carolina became the 31st US state to launch online sports betting this week as eight operators made their debut in the Tar Heel State.
Those firms now looking to make inroads in North Carolina are: FanDuel, DraftKings, BetMGM, ESPN Bet, Caesars, Fanatics, bet365, and Underdog.
The final entrant on that list could perhaps be the most interesting, as the historically DFS-focused Underdog makes its first foray into the online sports betting space.
The launch, which comes ahead of the hugely popular March Madness tournament, came about after House Bill 347 was passed into law last June. The bill stipulated the market had to go live by June this year.
HB 347 was approved by State Governor Roy Cooper, in a move that will supercharge North Carolina’s previously limited retail sports betting market with the entrance of operator giants.
Operators will be faced with an 18% tax rate, and were required to partner with an in-state sporting franchise, golf facility, or motorsport entity to gain market access.
Customers were able to pre-register with licensed operators from March 1, while Caesars was able to go live before the competition due to its existing tribal relationship.
Here, EGR has detailed the operators’ reaction to the market going live as they begin to jostle for position in the US’s latest online sports betting state.
BetMGM
Partner: Charlotte Motor Speedway
Adam Greenblatt, BetMGM CEO, said: “The passion of North Carolina’s sports fandom runs deep, making it one of BetMGM’s most electrifying new markets.
“We look forward to delivering a best-in-class product elevating game days and race-viewing experiences for fans from Charlotte to Greensboro and Asheville to Wilmington.”
FanDuel
Partner: Carolina Panthers
Mike Raffensperger, chief commercial officer, said: “Bringing FanDuel to sports fans across North Carolina is an important moment for our business, and we are thrilled to be able to work with the Carolina Panthers to introduce their fanbase to America’s number one sportsbook.
“We look forward to supporting the team next season and to engaging the passionate sports fans across North Carolina with our product.”
DraftKings
Partner: NASCAR
Matt Kalish, DraftKings North America president said: “With the NCAA Tournament right around the corner and the NASCAR season in full throttle, we are thrilled to be launching our top-rated sportsbook app in North Carolina.
“The Tar Heel State is home to a passionate fanbase and some of the most iconic college basketball programs of all time, making this an exciting time to introduce legalized online sports betting.
“We’re proud to be working alongside NASCAR as our market access partner and look forward to enhancing the fan experience across North Carolina with a fun, safe, and seamless sports betting product.”
Caesars Digital
Partner: Eastern Band of Cherokee Indians
Eric Hession, Caesars Digital president, said: “North Carolina is filled with sports fans who’ve shown us how passionate they are about their teams.
“The expanded launch of our Caesars Sportsbook mobile app serves as an opportunity for fans to get a little closer to the sports they love, and we look forward to providing a best-in-class mobile sports wagering experience to more North Carolinians that pays homage to the sports excellence that is engrained in the state’s history.”
PENN Entertainment
Partner: Quail Hollow Club
Jay Snowden, PENN CEO, said: “We’re thrilled to bring ESPN Bet to North Carolina, which marks the first new state launch under our ESPN partnership.
“Together, we’re excited to engage with sports fans across the state and deliver an exceptional sports wagering experience. We commend the North Carolina State Lottery Commission and all of the stakeholders involved in establishing this new legal sports betting market.”
Underdog Sports
Partner: McConnell Golf
eremy Levin, Underdog CEO, said: “Three-plus years coming. Underdog Sportsbook is built to be the simplest, easiest way for Americans to express their opinions on sports.
“We started Underdog Fantasy with a simple thesis: there is so much more to be built for sports fans in America. We developed our own tech so that we could offer something different. Something better.
“What you see today is just the start. We’ll be launching features, functionality, and games faster than you’ve ever seen. There’s much more to come and we can’t wait to bring it to you.” J
Fanatics
Partner: Carolina Hurricanes
“The partnership with the Carolina Hurricanes provides Fanatics Betting and Gaming with market access to North Carolina for mobile sports betting.
“As part of the partnership, Fanatics Sportsbook will be the team’s official sports betting partner and will receive marketing assets such as in-arena signage, broadcast integrations, PNC Arena activations for hockey fans, and many other opportunities for Hurricanes fans and ticket holders to engage with Fanatics Sportsbook,” a Fanatics spokesperson said.
Bet365
Partner: Charlotte Hornets
“Buzzing with iconic venues, inspirational performances, and incomparable legends, North Carolina sports epitomizes the ‘Never Ordinary’ spirit.
“With college basketball Bracketology season around the corner, it’s the perfect time for sports fans in the Tar Heel State to join the bet365 experience, which features market leading offerings like amazing bet boosts, the fastest in-game product, and same game parlays,” a Bet365 spokesperson said.