Caesars Entertainment has been a fixture in the casino gaming and entertainment industry for quite some time. The company has been working hard to parlay that success in the legal US sports betting industry.
In an effort to promote Caesars Sportsbook, the company has entered into a strategic partnership with the Fiesta Bowl. This is one of the more iconic college football bowl games as part of the annual postseason lineup.
As the first deal of its kind in the legal US sports betting market, it holds true to Caesars expanded marketing efforts. Last month, the company secured long-term naming rights for an iconic sports venue. Moving forward, the NFL’s New Orleans Saints will play their home games at the Caesars Superdome.
After acquiring William Hill, as a famous UK-based sportsbook, those US operations are in the process of being rebranded as Caesars Sportsbook.
As far as the new partnership with the Fiesta Bowl, Dan Shapiro commented as the chief development officer for Caesars Digital with:
“We’re thrilled to work with the Fiesta Bowl Organization on this landmark partnership to bring college football fans closer to the game and build awareness around the importance of responsible gaming practices.”
He went on to add:
“These fans are unrivaled in their passion and we look forward to offering Caesars Sportsbook to them this fall. Our offering provides a leading user experience where every wager gives players more through our award-winning Caesars Rewards.”
The National Collegiate Athletic Association (NCAA) has quickly reversed its stance on legal sports betting on college sports.
Even after individual states were granted the right to govern and regulate sports betting within their borders, the NCAA voiced opposition. As late as June of 2019, Mark Emmert spoke out as the president of the NCAA.
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He was quoted as saying that sports betting would “threaten the integrity of college sports in many ways unless we are willing to act boldly and strongly.”
A little more than two years later, one of college football’s semifinal playoff games has a legal US sportsbook as the title sponsor. This reflects a major change in course for college athletics in general.
The full financial terms of this multi-year deal have yet to be released. However, this is sure to be a sizable investment on behalf of Caesars Entertainment through its digital division.
Complementing the rebrand to Caesars Sportsbook, the company has already earmarked $1 billion in spending to promote this endeavor.
As part of the Fiesta Bowl sponsorship, Caesars is making plans for an 800-seat branded lounge at State Farm Stadium in Glendale, Arizona.
As an official sports betting partner, Caesars will have significant promotional opportunities in the game itself. This includes both pregame and postgame festivities. There will also be legal retail in-stadium betting as well as mobile betting through the Caesars Sportsbook app.
Caesars has 50 retail sports betting operations up and running across 16 different states. Arizona will be the newest market with an expected launch of legal sports betting on Sept. 9. Caesars has existing partnerships in place with the NFL, NBA, MLB and NHL.