Almost All In: NFL Names Caesars First League-Wide Official Casino Sponsor
Thursday, January 3, 2019 at 12:42PM
NYSportsJournalism.com in Caesars Entertainment, NFL, NFL, sports betting, sports marketing

By Barry Janoff

January 3, 2019: In December, the NFL unveiled plans to hold its 2020 Draft in Las Vegas.

Now, the league has taken another major step into the world of Vegas, signing Caesars Entertainment as the first “official casino sponsor of the NFL.”

The multi-year alliance begins during the upcoming post-season, including Super Bowl LIII.

Financial terms were not disclosed.

The deal does not include sports betting, daily fantasy or hotels/resorts, according to the league.

The deal will focus 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.”

Under terms of the pact, Caesars will have exclusive right to use NFL trademarks in the U.S. and United Kingdom to “promote Caesars casino properties and activate at key NFL events including the Super Bowl and NFL Draft.”

Caesars, along with other properties on the Las Vegas Strip, will host elements of the 2020 Draft in coordination with the City of Las Vegas.

"We couldn't be more excited to work with one of the world's largest gaming and entertainment companies," Renie Anderson, svp-NFL Partnerships, Sponsorship and Consumer Products, said via the league.

"Combining the NFL with Caesars' expertise in world class entertainment will provide our fans unique experiences both here in the United States and abroad."

Seven NFL clubs have relationships with Caesars Entertainment, including the Atlanta Falcons, Baltimore Ravens, Chicago Bears, Indianapolis Colts, New Orleans Saints, Oakland Raiders (with expanded elements when the franchise moves to Las Vegas for the 2020 season) and Philadelphia 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.

In September, the Dallas Cowboys became the first NFL team with a casino deal, signing a multi-year pact naming WinStar World Casino and Resort as the official casino of the team.

According to Mark Frissora, president and CEO for Caesars Entertainment, "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.

”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."

The NFL is the last of the big four U.S. sports to sign this type of league-wide deal.

The NBA, NHL and MLB all have alliances with MGM Resorts International.

The Supreme Court in May overturned the national law preventing legal betting on sports in individual states, with each state now deciding whether or not to allow the platform.

States that currently allow legal sports betting are Delaware, Mississippi, Nevada, New Jersey, West Virginia, Pennsylvania and Rhode Island, plus limited locations in New Mexico.

Other states have bills waiting to be passed or rejected.

Pro sports leagues in the U.S. are set to receive a potential $4.2 billion boost in annual revenue, not just from the betting but also from such platforms as advertising, data. merchandise and sponsorship, according to the American Gaming Assn.

AGA said the NFL has the potential to take in more than $2 billion.

That would include $1.75 billion in new revenue from increased consumption of the league's products, $573 million in revenue as a result of spending by betting operators and data providers, $451 million from advertising, $92 million in sponsorship revenue and $30 million in data.

According to Washington D.C.-based GamblingCompliance, revenue from legal sports betting alone will reach almost $700 million in 2019, divided about evenly between online and casino take.

The figure is estimated to rise to about $1.8 billion in 2020, the majority from online, followed by casino and a small retail segment.

In 2021, revenue could reach $2.9 billion.

The number will top $4 billion in 2022, with more than half from online, per GamblingCompliance, a leading provider of business intelligence to the global sports betting industry.

In addition, “The U.S. Supreme Court's historic May 14 ruling to overturn a federal ban will create a legal sports wagering market worth between $3.1-$5.2 billion in annual revenue by 2023,” according to a new report from GamblingCompliance.

"After the Supreme Court's ruling, the U.S. sports betting market is set to quickly become one of the largest in the world, surpassing the U.K. and potentially China within five years," James Kilsby, managing director-Americas for GamblingCompliance and co-author of the report (with Daniel Stone), said in a statement.

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