BusinessTN

On July 31, the Tennessee Education Lottery signed a licensing agreement with the Tennessee Titans for instant-win games. The partnership will allow lottery players to purchase $5 scratch-off Titans tickets for a chance to win autographed memorabilia, season tickets and cash prizes of up to $100,000. One and a half million of the blue-and-red tickets sporting the Titans logo and 15 scratch-off helmets were distributed to lottery retailers across the state in time for the kick-off of the 2009 season.

The Titans reached the agreement after an NFL vote in May allowed teams to partner with state-sponsored lotteries. The decision was a surprising departure from the league's usual strict anti-gambling position. Within days of the NFL's decision, the New England Patriots became the first team to announce a deal, followed by the Washington Redskins and the Houston Texans, among others.

"There are somewhere around 12-14 other NFL teams who have signed on with their local lotteries or are in discussions to get a deal in place," says Don MacLachlan, the executive vice president of the Titans.

The loosening of the NFL's historically conservative stance as regards gambling of any type seems contradictory, according to Rob Hardin, an associate professor of sports management at UT-Knoxville.

"They are marketing themselves through a gambling venture, yet they are very staunch about gambling," Hardin says.

McLachlan sees no inherent conflict between the NFL's position on gambling and the Lottery agreement.

"This does not have anything to do with the outcome of our games," McLachlan says. "This is a fun way for fans to win Titans-related prizes and support education."

For Lottery officials, the agreement is effective way to boost ticket sales.

"We continue to look for partners that excite our players, and certainly as we've tested this game across the state, players are excited about the opportunity to win Titans season tickets and merchandise," says Rebecca Hargrove, CEO and president of the Tennessee Education Lottery.

In addition to instant cash prizes, a series of second chance drawings will occur. These drawings will provide the opportunity to win Titans club season tickets for 2010 or various 2009 games, an autographed replica jersey, footballs and other merchandise prize packs. One winner will receive Titans club season tickets for 20 years. In addition, those with Titans scratch-offs can receive a 15% discount on purchases of $75 or more from the Titan's Official Online Pro Shop.

This season, the team stands to gain more than added sponsorship revenue, as the deal also provides a new avenue of promotion on a statewide level. With the tickets available "in every convenience store and at every cash register selling lottery tickets in the state," the team's branding will be "through the roof," Hardin says.

Granted, the team's 0-and-6 start might give cause to temper expectations from both sides. Nonetheless, while plenty of fans may second-guess coaching decisions on the field, the agreement between the Lottery and the state's signature professional sports franchise should prove a solid mark in the win column for both organizations.