Massachusetts overturns affiliate ban in regulation
In its open meeting today (23 February), the MCG agreed to replace the existing language in its regulation, which currently bans affiliates from the market by prohibiting cost per acquisition (CPA) and revenue share agreements.
The MGC went on to confirm that they have been working on amendments to the regulations of both licensing for sports wagering vendors as well as advertising for sports wagering advertising.
These amendments are currently still a period of consultation and will be voted on during an open meeting on 23 March 2023.
Under regulation 205 CMR 256, subsection 256.01 (3) the law currently reads: “No sports wagering operator may enter into an agreement with a third party to conduct advertising, marketing, or branding on behalf of, or to the benefit of, the licensee when compensation is dependent on, or related to, the volume of patrons or wagers placed, or the outcome of wagers.”
A roundtable will be held by the MGC 26 February, with relevant companies and parties to gather public feeling and opinion on the topic before the amendments are put to vote.
Caesars cuts affiliate ties
iGB Affiliate understands that the affiliate team at Caesars Sportsbook informed partners that it would suspend all operations with affiliates in the state under the proposed regulations.
This includes fixed-fee sponsorships and media buying opportunities.
It remains to be seen if Caesars will wait for the official vote on 23 March before reversing its decision.