NFL Names Caesars As First-Ever Casino Sponsor, But Sports Betting Not Included - RotoGrinders
The NFL announced on Thursday they have selected Caesars Entertainment Corporation as the “first ever Official Casino Sponsor” for the league. The deal worth almost $30 million per year.
Caesars will have the exclusive right to use NFL trademarks in the United States and the United Kingdom to promote Caesars casino properties and activate at key NFL events, including the Super Bowl and NFL Draft.
“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, NFL Partnerships, Sponsorship and Consumer Products. “Combining the NFL with Caesars’ expertise in world class entertainment will provide our fans unique experiences both here in the United States and abroad.”
Deal doesn’t include sports betting
The league said in a statement that the deal only applies to casino gaming. The partnership does not include sports betting, daily fantasy or hotels/resorts.
Caesars was a logical first partner for the NFL. Eight teams already have relationships with Caesars Entertainment, including the Atlanta Falcons, Baltimore Ravens, Chicago Bears, Indianapolis Colts, New Orleans Saints, Oakland Raiders, and Philadelphia Eagles.
“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.”
NFL moving toward sports betting slowly but surely
This is the first partnership between Caesars and a major sports league. The NBA, NHL and MLB have deals in place with MGM Resorts International. Deals between those leagues and MGM include a sports betting component, which includes the right to use “official data” when it comes to gambling.
As part of the deal, Caesars agreed not to use the NFL’s logo in connection with its sport books. The NFL has been slow to endorse sports betting and has maintained its call for a “federal framework” for legal sports wagering, but the deal with Caesars is a sign the league is looking to monetize the changed landscape as things evolve state by state.
“We’re not rushing into anything,” said Anderson. “We’ll continue to look at the industry as it evolves but it’s still has a lot of evolving to do.”