In the wake of being named the first-ever official casino sponsor of the National Football League (NFL) earlier this year, Caesars Entertainment Corporation continued to ink deals that will cement it as a leading operator in the sports betting segment of the U.S. gaming marketplace.
To recap: the multi-year NFL sponsorship deal, which began with the 2019 NFL playoffs, focused on Caesars providing unique experiences for NFL fans by using its casino properties, celebrity chefs, premier music artists and a wide range of entertainment elements, according to press materials.
“We couldn’t be more excited to work with one of the world’s largest gaming and entertainment companies,” said Renie Anderson, senior vice president of partnerships, sponsorship and consumer products for the NFL. “Combining the NFL with Caesars’ expertise in world-class entertainment will provide our fans unique experiences, both here in the United States and abroad.”
In return, Caesars will have the exclusive right to use NFL trademarks in the U.S. and the UK to promote Caesars casino properties and advertise at key NFL events including the Super Bowl and NFL Draft. Caesars, alongside other properties on the world-famous Las Vegas Strip, will host elements of the 2020 Draft in coordination with the City of Las Vegas to help create this historic event.
“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,” said 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.”
Seven NFL Clubs have relationships with Caesars Entertainment, including the Falcons, Ravens, Bears, Colts, Saints, Raiders and Eagles. These partnerships, along with the new League deal, are for the casino category only and do not include sports betting, daily fantasy or hotels/resorts. For example, Caesars arrangement with the soon-to-be Las Vegas Raiders provides select Caesars Entertainment customers and Total Rewards members access to exclusive experiences like the customized Caesars-branded Owners Suite at the 50-yard line of the Las Vegas Stadium, VIP dinners on the field, training facility events, fantasy camp participation, stadium tours, along with tickets to home games and most stadium events. Also, as a founding partner of Las Vegas Stadium, Caesars Entertainment will host a branded stadium entrance and drop off zone, digital signage, media, radio and print assets in addition to alumni, player and cheerleader appearances—giving the company a commanding presence.
To help boost its sports patron marketing efforts, Caesars has signed a deal with Turner Sports, an industry leader in the delivery of premium sports content, to develop gaming-themed content for sports fans around the world. Known for hosting decades of sporting events, Caesars Palace Las Vegas will soon be home to a Bleacher Report (B/R) branded studio originating from inside its sportsbook.
According to a press release, the new B/R studio will be the central hub for the creation of a wide assortment of gaming-themed programming and editorial content to be regularly distributed through Bleacher Report and the B/R App. The B/R studio is currently in development, with additional details to be unveiled in the coming months.
“Caesars Entertainment continues to redefine its role as a sports authority in the gaming-hospitality industry,” Frissora said. “Aligning with one of the most influential brands in all of sports media allows Caesars Entertainment to amplify its sports-gaming experience for guests across our global empire and also reach millions of fans who engage with Bleacher Report for premier content every day.”
Caesars will also be prominently featured as a Bleacher Report gaming category partner including integration across a wide array of content offerings and distribution platforms. Caesars will also be a presenting sponsor of select programming airing across Turner’s linear networks, in addition to opportunities for co-produced programing and events.