The NFL has made history by signing a deal with a casino sponsor for the first time. The agreement with Caesars Entertainment, announced on Thursday, is a multi-year sponsorship deal, which will get underway immediately, with the NFL play-offs.
As part of the deal, Caesars will offer what is described as a ‘unique experience’ for NFL fans through its casino venues and entertainment resources. The company will also be given the rights to use NFL branding in the US and the UK in order to promote its business, though they will not be able to use the NFL logo for any promotion of their sports betting operation.
Speaking about the deal, the senior vice president of NFL partnerships, sponsorship and consumer products, Renie Anderson said that they were excited to work with the gambling giant:
“Combining the NFL with Caesars’ expertise in world class entertainment will provide our fans unique experiences both here in the United States and abroad.”
The deal comes days after Caesars announced a partnership with the Oneida Indian Nation to offer sports betting at its casinos located in New York, and follows other sports betting partnerships with e NBA franchise Philadelphia 76ers and the NHL’s New Jersey Devils. Caesars are also due to be named as founding partner for the new Las Vegas Raiders’ stadium.
The sponsorship arrangement also makes strategic sense for Caesars as it could enable them to take advantage of any future sports betting partnership with the NFL, given that they already have ties with a number of NFL teams, including the Baltimore Ravens and the New Orleans Saints.
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