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The Green Bay Packers and Potawatomi Sportsbook have formalized a multi-year agreement, making the sportsbook the Official Sportsbook Partner of the NFL franchise. The announcement took place in Milwaukee, with Packers Vice President of Sales and Business Development Craig Benzel and Forest County Potawatomi Chairman Brooks Boyd Sr. presenting the new partnership.
Fan Engagement at Lambeau Field
As part of the agreement, Potawatomi Sportsbook will have a prominent presence at Lambeau Field. The stadium’s south gate will be renamed the Potawatomi Sportsbook Gate, and the sportsbook will serve as the title sponsor of the Champions Club, an exclusive hospitality area on the eighth floor of the stadium’s south end.
Benzel highlighted the partnership’s focus on fan experiences: “We’re excited to welcome Potawatomi Sportsbook as our Official Sportsbook Partner. Creating memorable fan experiences is central to both of our organizations, and this partnership provides enhanced opportunities for us to engage with fans from all over Wisconsin. We’re looking forward to seeing Potawatomi Sportsbook prominently featured at Lambeau Field on gameday and every day.”
Media Integration and Digital Engagement
The partnership also extends to the team’s podcast operations. Potawatomi Sportsbook will become the naming rights partner of the Potawatomi Sportsbook Podcast Studio, which produces all Packers podcasts, including Packers Unscripted hosted by Mike Spofford and Wes Hodkiewicz, as well as Packers POV and How 2 Sport. The sportsbook will additionally serve as the presenting sponsor of Packers Predict, a free online game allowing fans to forecast weekly gameday outcomes. Prizes include cash, gift cards, autographed items, and special gameday experiences.
Boyd emphasized the community and fan-oriented nature of the partnership: “We are thrilled to launch this historic multi-year partnership with the Green Bay Packers. Having Potawatomi Sportsbook named the Official Sportsbook Partner of the Green Bay Packers is a tremendous milestone. This partnership will create meaningful opportunities for our community while bringing fans new ways to engage with the team they love. We’re proud that the #1 Retail Sportsbook in the Midwest is working with one of the most iconic teams in all of professional sports.”
Background on Potawatomi Sportsbook
Potawatomi Sportsbook is operated by the Forest County Potawatomi Community, one of six federally recognized Native Nations in Wisconsin that offer retail sportsbook operations. The sportsbook opened in 2024 on the Potawatomi’s ancestral land in the Menomonee Valley and is part of an entertainment complex that welcomes over six million visitors annually. Dominic Ortiz, CEO and General Manager of Potawatomi Casinos & Hotels, noted the significance of the deal: “The team from Potawatomi has turned this place around in the city and created a new brand across southeast Wisconsin. We now have the #1 retail sportsbook in the country, and now, a partnership with one of the #1 NFL teams in the country, the Packers, to bring it all home. Today’s partnership marks the beginning of a relationship between two community-oriented organizations that are rich in legacy and tradition and have always maintained commitment to delivering unparalleled experiences to guests.”
The agreement strengthens the Packers’ engagement with their fan base through physical and digital platforms while expanding the visibility of Potawatomi Sportsbook across Wisconsin. The multi-year deal integrates stadium branding, premium hospitality, podcast sponsorship, and interactive digital gaming, marking a comprehensive collaboration between the NFL franchise and a leading regional sportsbook.