The Green Bay Packers have signed a multi-year partnership with Potawatomi Sportsbook, giving the Wisconsin tribal gaming brand an official sportsbook role with the team. The deal brings sports betting branding to Lambeau Field and gives Potawatomi regular visibility with Packers fans.
The partnership was announced by the team and Potawatomi Sportsbook on June 2. It expands an existing relationship between the Packers and Potawatomi Casino Hotel, while giving the sportsbook a stronger link to Wisconsin football.
Lambeau Field gets sportsbook branding
Potawatomi Sportsbook will receive visible branding at Lambeau Field under the agreement. The stadium’s south gate will be renamed the Potawatomi Sportsbook Gate as part of the deal.
The partnership also includes the Potawatomi Sportsbook Champions Club, a branded hospitality area for game days and special events. That gives the sportsbook a place in premium fan experiences beyond regular stadium signage.
The deal also covers digital and media exposure. Potawatomi Sportsbook will be promoted through Packers platforms, giving the brand more reach during the NFL season and across team-related content.
Tribal sportsbook gains Packers visibility
Potawatomi Sportsbook operates through Potawatomi Casino Hotel in Milwaukee. The sportsbook includes retail betting options and betting kiosks for customers at the casino.
The Packers deal gives the brand a direct association with the state’s NFL team. That is valuable in a market where team loyalty is deep and where the Packers remain one of Wisconsin’s strongest sports properties.
For Potawatomi, the partnership also supports its wider casino and sportsbook positioning. A year-round Lambeau Field presence can help keep the brand visible even outside major casino advertising windows.
Wisconsin betting remains tribal-led
Sports betting in Wisconsin is structured through tribal gaming compacts rather than a broad commercial sportsbook model. That has kept the market smaller than states with statewide mobile sports betting.
Potawatomi is one of the tribal operators active in Wisconsin sports betting. Its sportsbook opened at Potawatomi Casino Hotel after the Forest County Potawatomi Community secured approval through its gaming compact.
That setup makes local partnerships more important. Without a large open mobile market, retail sportsbook visibility and tribal casino branding carry more weight.
Potawatomi already has Milwaukee sportsbook base
Potawatomi Casino Hotel opened its permanent sportsbook in Milwaukee in 2023 after first launching temporary sports betting operations. The venue includes betting windows, kiosks, screens and seating built around live sports viewing.
The Lambeau Field deal now connects that retail sportsbook base with Packers branding. It gives Potawatomi a way to promote its Milwaukee sportsbook to football fans while staying inside Wisconsin’s tribal-led betting structure.
