NFL reaches multiyear deal with gaming company for slot machines featuring league marks and logos

NFL-themed slot machines are headed to casino floors and potentially football stadiums in the future.

The NFL and Aristocrat Gaming on Wednesday announced a multiyear licensing partnership that will lead to the creation of the first land-based slot machines featuring league marks and logos. The slot machines, which will be customizable around favorite teams, are expected to hit casino floors during the 2023 NFL season, according to the release announcing the deal.

This is the first time the NFL has licensed its marks and logos to be used on a gaming machine. The partnership also gives Aristocrat a nonexclusive license for "virtual sports games," according to the release.

Financial terms of the deal were not revealed.

"Today's slot machines offer engaging experiences akin to popular video game consoles that our fans adore, and we believe with Aristocrat's vision, we can bring that exciting gaming experience to fans on the casino floor looking to show their love of football," Rachel Hoagland, NFL vice president, gaming and partnership management, said in the release.

The partnership continues the league's pivot on its relationship to gambling. In 2019, the NFL named Caesars Entertainment as its first official casino partner, and prior to this season, it announced deals with multiple U.S. sportsbook operators. Betting lounges resembling hybrid-sportsbook/bars are already open in several stadiums, as well, although league policy prohibits over-the-counter bets.

The NFL also has envisioned adding slot machines "located in or physically attached to an NFL Stadium," according to the latest collective bargaining agreement.

Aristocrat Americas president Hector Fernandez said in Wednesday's release that the agreement with the NFL "presents a new opportunity to reach tens of millions of NFL and Aristocrat fans with exciting new entertainment options on the casino floor and beyond."

In October, the NFL announced an initiative centered on encouraging responsible gambling.