The National Football League has secured its first ever official casino sponsor, after agreeing a “landmark sponsorship” alongside Caesars Entertainment.
Under the terms of the new multi-year agreement, which is set to begin with the upcoming NFL playoffs, Caesars is to provide a series a “unique experience” for NFL fans via its casino properties and stable of celebrity chefs, premier music artists and a range of entertainment elements.
Furthermore, the organisation is to also have the exclusive right to use NFL trademarks in the United States and the United Kingdom to promote Caesars casino properties, with no agreement in place to use such logos in connection with the company’s sportsbooks.
Renie Anderson, senior vice president of NFL partnerships, sponsorship and consumer products, commented: “We couldn’t be more excited to work with one of the world’s largest gaming and entertainment companies.
“Combining the NFL with Caesars’ expertise in world class entertainment will provide our fans unique experiences both here in the United States and abroad.”
Caesars this week agreed a deal alongside the Oneida Indian Nation to bring sports betting to its Turning Stone Resort Casino, Yellow Brick Road Casino and Point Place Casino New York properties.
This builds upon sports betting partnerships previously agreed alongside NBA franchise Philadelphia 76ers and the NHL’s New Jersey Devils, as well being named as a founding partner of the soon to be renamed Las Vegas Raiders‘ 65,000 arena, that is currently under construction.
“All of us at Caesars Entertainment are thrilled to be the first-ever casino partner of the NFL, the most prominent sports league in North America,” added Mark Frissora, president and CEO of Caesars Entertainment. “Combining the league’s 180 million fans, with our 55 million Total Rewards loyalty program members, will expose millions of people to the exclusive and exciting year-round opportunities at our properties.”
Should the NFL seek to expand into the realm of an official sportsbook partner in the future this deal stands Caesars in good stead, with the company also having close ties to the Atlanta Falcons, Baltimore Ravens, Chicago Bears, Indianapolis Colts, New Orleans Saints, Oakland Raiders and Philadelphia Eagles.
These partnerships, along with the new league deal, are for the casino segment only, and do not include sports betting, daily fantasy sports or hotels/resorts.