The Green Bay Packers have struck a multi-year partnership with Potawatomi Sportsbook that makes the tribal operator the team’s official sportsbook partner. The agreement gives Potawatomi branding a prominent place at Lambeau Field, while the companies did not disclose the financial terms.
According to the Packers’ announcement, the south gate at the stadium will be renamed the Potawatomi Sportsbook Gate. Potawatomi will also sponsor the Champions Club on the eighth floor of the south end, hold naming rights to the Potawatomi Sportsbook Podcast Studio and serve as presenting sponsor of Packers Predict, the free online game offered with each Packers game.
Packers vice-president Craig Benzel said the deal was meant to deepen fan engagement across Wisconsin and put Potawatomi visibly in front of supporters on gameday and every day. Forest County Potawatomi chairman Brooks Boyd Sr. described the partnership as historic and a major milestone.
A Racine County Eye roundup said the Packers were the first Wisconsin team to sign a promotional deal with a local sportsbook. The same report said the team had already been officially partnered with the Oneida Casino Hotel on and off since 2002.
Potawatomi Sportsbook is operated by the Forest County Potawatomi Community, one of Wisconsin’s federally recognized Native Nations. The sportsbook center opened in 2024 on ancestral land in the Menomonee Valley, spans 6,500 square feet and is described as the largest retail sports betting venue in the Midwest. The wider entertainment complex welcomes more than 6 million guests a year.
BizTimes described the venue as a two-floor, 500-seat space with a 2,000-square-foot LED video wall that can show more than 30 sporting events at once. It said the sportsbook replaced the Northern Lights Theater and the Fire Pit Sports Bar & Grill as part of a $190 million renovation of Potawatomi’s first- and second-floor gaming and dining areas.
The Packers deal landed against a broader shift in Wisconsin gambling. Legal in-person sports betting has been allowed at tribal casinos since 2021, with the Oneida Sportsbook at Airport Casino in Green Bay the first to open. In April, Gov. Tony Evers signed Assembly Bill 601, making online sports betting legal for the state’s tribal casino operators.
That law still requires new gaming compacts, and Racine County Eye reported that talks have been slow. Official meetings with the state’s 11 federally recognized tribes began in July, and one sticking point is Evers’ request that all 11 tribes benefit equally from any agreement.
Another issue is the revenue split. The legislation sets a minimum of 51% and possibly as much as 60% of online gambling revenues for tribal operators, a level that some major US sportsbook representatives have said may be too high for national partners and too costly for tribes to launch. Racine County Eye said a regulated online sports betting market should not be expected before mid-2027.
