Caesars Entertainment has expanded its partnership with the Indianapolis Colts in a deal that sees the group take naming rights to prominent areas of the NFL team’s stadium.
The new multi-year agreement sees Caesars Sportsbook become a premier sports betting partner and the only official casino partner of the team.
Caesars will take naming rights for Lucas Oil Stadium’s South Gate, now becoming Caesars South Gate. The 70,000-seat arena will also see the opening of the Caesars Sportsbook Lounge, an entertainment space where live odds will be displayed on LED screens.
“We’ve been a proud partner with Caesars properties in Indiana for some time now, but this new partnership expands our ability to offer Colts fans a truly unique experience, whether at Lucas Oil Stadium or watching from home on gameday,” said Roger VanDerSnick, the Colts’ chief sales & marketing officer.
Caesars and the Indiana-based franchise were already associated through partnerships between the NFL team and the Harrah’s Hoosier Park Racing & Casino and Indiana Grand Racing & Casino properties. Caesars will be integrated further into the franchise’s media and marketing efforts, bringing offers and promotions directly to fans through its sports betting app.
Caesars Sportsbook also has sponsorship of the free-to-play ‘Pick 6’ predictor game on the Colts Mobile App.
“Expanding our sponsorship with the Colts to serve as their premier sports betting partner and only casino partner is an exciting step in our longstanding relationship,” said Chris Holdren, co-president of Caesars Digital.
“Indiana has been a special place for our company, and we know how passionate these great sports fans are for their home team. Caesars will continue to push for innovation to bring the best in sports experiences, both in-person and on mobile, to the Hoosier State through Caesars Sportsbook and our partnership with the NFL.”
The announcement comes a month after the launch of the new Caesars Sportsbook app, following the group’s acquisition of William Hill earlier this year. The app, which uses the Liberty platform acquired in the William Hill deal, is already live in eight states, including Indiana, Michigan and New Jersey.
Indiana achieved sports wagering revenue figures of $16.5m for the month of August, representing a 68.4% increase on the same period last year. The figure, however, was a slight decrease from the previous month, dropping by 5.7%.