The National Football League took its time, but it finally secured its first league sponsor.
In a press release, the NFL announced Caesars Entertainment as the Official Casino Sponsor of the NFL.
The agreement provides Caesars with the exclusive right to use NFL trademarks to promote its properties in the US and the United Kingdom.
While New Jersey doesn’t have an official NFL team, the popularity of NJ sports betting when New York and Pennsylvania teams play can’t be denied. And of course, Caesars operates an NJ mobile sportsbook and three Atlantic City casinos:
Renie Anderson, senior vice president of NFL Partnerships, Sponsorship, and Consumer Products, commented on the news.
“We couldn’t be more excited to work with one of the world’s largest gaming and entertainment companies. 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 two companies did not release the financial details of the deal. However, Bloomberg is citing an anonymous source that values the deal at $30 million a year.
Caesars to provide NFL fans with ‘unique experiences’
The partnership will begin immediately.
Look for the Caesars brand to make an appearance during the 2019 NFL playoffs and key NFL events including the Super Bowl and NFL Draft.
Part of the NFL and Caesars deal includes Caesars offering NFL fans “unique experiences” through its casino properties. The gaming company plans to add entertainment value with the use of celebrity chefs, premier music artists, and other elements.
Mark Frissora, president and CEO of Caesars Entertainment, commented on the deal.
“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.”
One place Caesars won’t be promoting the NFL is in its sportsbooks, nor does the deal include data sharing. The NFL had some very clear boundaries for the deal. From the press release:
“These partnerships along with the new league deal are for the casino category only and does not include sports betting, daily fantasy or hotels/resorts.”
It is only a matter of time for sports betting
Unlike the other major sports leagues, the NFL is obviously not quite ready to fully commit to engaging in the sports betting market.
The league has been very active in seeking federal regulations over sports betting that includes integrity fees. Preventing Caesars from using the NFL logo inside its sportsbooks or its sportsbook apps is surely a sign of their hesitancy to fully embrace the new normal.
“We’re not rushing into anything,” said Anderson. “We’ll continue to look at the industry as it evolves but it still has a lot of evolving to do.”
Lest you forget, the Dallas Cowboys became the first NFL team to sign an official casino partner. And Caesars recently partnered with the Raiders on its new Las Vegas stadium. Even so, the league continues to keep its distance from sports betting.
Other NFL teams that have partnership deals with casino companies include:
- Philadelphia Eagles
- Baltimore Ravens
- Seattle Seahawks
- New York Jets
- New Orleans Saints
- Atlanta Falcons
- Indianapolis Colts
Of course, the NFL might be waiting for the federal sports betting regulation chatter to run its course.
Experts believe it is a long shot that federal legislation will pass considering several states, including New Jersey, have implemented or are in the process of implementing legal sports betting laws.