Green Bay Packers Sign Potawatomi Sportsbook as Official Sportsbook Partner, With Lambeau Field Naming Rights

The Green Bay Packers and Potawatomi Sportsbook have agreed to a multi-year official sportsbook partnership that gives the Wisconsin tribal sportsbook naming rights to key areas inside and around Lambeau Field. The deal was announced in Milwaukee in early June and includes the Potawatomi Sportsbook Gate at the stadium’s south entrance, naming rights to the Champions Club premium hospitality space on the eighth floor, and a presenting sponsorship of the Packers Predict fan engagement game.

Potawatomi Sportsbook is owned and operated by the Forest County Potawatomi Community, a federally recognized Native Nation in Wisconsin. The sportsbook opened in 2024 at Potawatomi Casino Hotel in Milwaukee’s Menomonee Valley, within a complex that draws over six million visitors annually. It is one of six tribal sportsbooks currently operating in Wisconsin under the state’s retail-only framework.

The Partnership Structure at Lambeau

Beyond the south gate naming rights and Champions Club sponsorship, the deal makes Potawatomi Sportsbook the naming rights partner of the Potawatomi Sportsbook Podcast Studio, which produces Packers Unscripted, Packers POV, and How 2 Sport. The studio is a growing content hub for the franchise, and branding Potawatomi Sportsbook across its podcast output gives the operator consistent exposure to the team’s most engaged fans throughout the year, not just on game days.

Packers Predict, the team’s free online game where fans forecast game-related outcomes each week for prizes including cash, gift cards, autographed items, and gameday experiences, becomes a Potawatomi Sportsbook presenting sponsorship. This element of the deal is particularly notable because it blends sports betting brand visibility with a free, legal engagement product accessible to fans regardless of their home state’s gambling laws.

Brooks Boyd Sr., Chairman of the Forest County Potawatomi Community, called the partnership a historic milestone, while Packers Vice President of Sales and Business Development Craig Benzel represented the team at the announcement ceremony. The deal reflects a broader NFL franchise trend of integrating sportsbook partnerships into the stadium and digital fan experience rather than limiting them to traditional advertising placements.

Wisconsin Sports Betting Context

Wisconsin currently permits retail sports betting through tribal gaming compacts, meaning bettors must visit a physical tribal casino location to place a legal sports wager. There is no legal online sports betting in Wisconsin. The Packers-Potawatomi partnership is structured around brand visibility and engagement tools rather than direct online wagering referrals, which makes it workable under the current regulatory environment.

That could change. Wisconsin is among the states where online sports betting legislation has been discussed, though no bill has advanced to a vote. If Wisconsin were to legalize online sports betting, Potawatomi Sportsbook’s partnership with the state’s most iconic sports franchise would position it as a natural anchor operator with a built-in brand advantage. For NFL fans looking to bet on the Packers in states where online sports betting is already legal, compare the available options through our state-by-state sports betting guide and review current DraftKings promo code offers.