Introduced North Carolina Sports Betting Rules Set Marketing Limits, Naming Rights For Stadiums

Nov 5, 2023; Charlotte, North Carolina, USA; Carolina Panthers quarterback Bryce Young (9) looks to pass during the second half against the Indianapolis Colts at Bank of America Stadium. Mandatory Credit: Jim Dedmon-USA TODAY SportsThe North Carolina Sports Betting Committee approved the state’s second set of sports betting rulesPublic comments will be accepted through Nov. 27The new rules establish sports betting guidelines for marketing, branding, responsible gaming, and naming rights in North Carolina

Were you hoping for the Carolina Panthers to play their homes games at DraftKings Stadium within the next few years? Sorry to be the bearer of bad news, but it’s likely not going to happen.

The North Carolina Sports Betting Committee met this morning and introduced a second set of North Carolina sports betting app rules. The rules will be finalized after the public comment period closes on Nov. 27.

Included in the document are established North Carolina sports betting guidelines for marketing, branding, responsible gaming, and naming right agreements for stadiums, arenas, and tracks in the state.

The committee must launch North Carolina sports betting by June 15, 2024.

Responsible Gaming Guidelines, Marketing Restrictions Set

The introduced rules also set certain advertising and marketing restrictions for the state. As per the rules, no advertising, marketing, branding, or other promotional materials can be distributed in media outlets, including social media platforms, where users are primarily underage persons.

Additionally, all advertising and market is prohibited at North Carolina college or university campuses, school papers, or official college television stations.

Like many other states, North Carolina will also disallow advertising, marketing, branding, or promotional materials at events aimed at underage persons or where 25% or more of the audience is reasonably expected to be underage.

Naming Right Restrictions for Operators

Included in the introduced rules is a prohibition on sports betting operators to contract or purchase naming rights for a North Carolina sports facility, racetracks, or any physical locations within a facility. Under this rule, an operator would also not be able to enter an agreement to name a section of a stadium, arena, or racetrack, such as a luxury box, parking lot, or concession area, after its product.

Major players such as BetMGM in North Carolina and FanDuel Sportsbook North Carolina will be present. New players to the US such as ESPN Bet North Carolina and the bet365 app in North Carolina are also expected to make an appearance.

“No operator shall contract for or purchase the right to name a Sports Facility or racetrack, or any physical locations within the sports facility or racetrack, including but not limited to seating locations, luxury boxes, parking lots, concourses, track, playing field, court, golf holes, locker rooms, benches, concession stands, and the like,” the rules note.

An operator can, however, include the name of its facility in the official title of the sportsbook. So, for instance, if DraftKings North Carolina enters into a partnership with the Carolina Panthers, it could name its sportsbook at the stadium, “DraftKings Sportsbook at Bank of America Stadium.”