A unique type of deal

Caesars Entertainment has entered into a partnership with the Fiesta Bowl Organization to become the exclusive sports betting and fantasy gaming partner of the bowl game. This is a first-of-its-kind partnership between a gaming company and a college football bowl game. The PlayStation Fiesta Bowl Twitter page announced the partnership on Monday:

As part of the multi-year agreement, the parties look to boost fan engagement, expand sports gaming and education across Arizona, as well as work on events throughout the year. Caesars will host new fan lounges in the stadiums for the Guaranteed Rate Bowl and the PlayStation Fiesta Bowl. It will also be a title partner for the PlayStation Fiesta Bowl pregame parties and a presenting partner for the annual Arizona Bank & Trust Fiesta Bowl Kick-off Luncheon. Finally, Caesars will make “significant” annual financial contributions to Fiesta Bowl charities.

Much interest in the space

Fiesta Bowl chief marketing officer Jose Moreno spoke about how this fan-focused partnership is “a new frontier in the college football space”. He spoke about how there was a lot of interest from betting companies to partner with the Fiesta Bowl. Talking about partnering with Caesars specifically, Moreno said that what “stood out was with its similar community mindset and a creativity toward setting a new standard.” The Fiesta Bowl will not be involving individual teams with the promotion of Caesars.

these fans are unrivaled in their passion”

Caesars Digital chief development officer Dan Shapiro spoke about how the company is looking forward to building fan engagement, as well as highlighting the importance of responsible gambling. He said: “These fans are unrivaled in their passion, and we look forward to offering Caesars Sportsbook to them this fall.”

Shapiro believes that there will likely be similar deals on the way, as it is a new way for college programs to generate revenue.

Caesars embracing the Arizona market

Governor Doug Ducey signed legislation into law in April that legalized sports betting and daily fantasy sports in Arizona. Sportsbooks are set to go live on September 9, the first day of the NFL season. Daily fantasy sports offerings can get up and running on August 28.

Once Caesars gets the relevant regulatory approvals, it will launch its Caesars Sportsbook online, as well as its retail sportsbook at the Arizona Diamondbacks’ Chase Field. Bettors will be able to earn perks through the Caesars Rewards loyalty program. The operator has market access in Arizona through its partnership with the MLB’s Arizona Diamondbacks. Operators had the ability to partner with a sports organization or a tribe in the state in an effort to get an operating license.

Caesars already has key relationships with other notable football organizations. It is one of only a handful of official NFL sports betting partners, as well as being the naming rights holder for the New Orleans Saints’ home stadium, the Caesars Superdome. Caesars Entertainment was also the first sports betting operator to open a retail sportsbook at a sports stadium in the country, opening one through its William Hill brand last year at the Capital One Arena in Washington, D.C.