Long-time opponent of regulated betting, the National Football League, has finally taken a sip of the kool-aid picking Caesars Entertainment as its first official gambling partner.
The deal struck only hours into 2019 means all of America’s major sports leagues have now signed contracts with gambling operators. This is however the first time Caesar’s has got in on the action – with the NBA, MLB and NHL all going with MGM.
As with the other leagues’ deals, the NFL was fairly tight lipped about the terms, with no time frame or financial details disclosed.
“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.”
Oddly, and unlike the other leagues’ partners, for the time being, this deal does not cover sports bet- ting – and makes no mention of data sharing.
Caesars, which own gambling properties across 13 US states is ploughing ahead with betting nonetheless – with sports- books already operational in New Jersey (including and online app) and Mississippi – with its Harrah’s joint in Philadelphia soon to join them.
Caesars CEO, Mark Frissora, said despite the sports betting omission Caesars would benefit from “combining the league’s 180 million fans with our 55 million Total Rewards loyalty program members.”
The AGA was quick to praise the deal, with senior vice president of public affairs, Sarah Slane, saying it was a “perfect example of the value of contractual relationships between leagues and the casino gaming industry.
“The partnerships now in place between gaming companies and each of the four major American sports leagues enrich the fan experience and validate gaming’s role as a form of mainstream entertainment.”