Caesars Entertainment, Inc. has entered a first-of-its-kind sports betting and fantasy gaming partnership with the Fiesta Bowl Organization, the organizing body of the Fiesta Bowl US college football game.
The multi-faceted deal will focus on fan engagement, the organization’s year-round events and expanding sports betting and education in the state of Arizona, where the Fiesta Bowl is hosted each year.
Caesars will host fan lounges at stadiums for both the Fiesta Bowl and Guaranteed Rate Bowl games, as well as become title partner of the Fiesta Bowl pre-game parties and take part in the annual Fiesta Bowl Kickoff Luncheon as presenting partner.
“We’re thrilled to work with the Fiesta Bowl Organization on this landmark partnership to bring college football fans closer to the game and build awareness around the importance of responsible gaming practices,” Caesars Digital chief development officer Dan Shapiro said.
“These fans are unrivalled in their passion, and we look forward to offering the Caesars sportsbook to them this fall.”
Fiesta Bowl chief marketing officer Jose Moreno added: “This is a new frontier in the college football space, and the Fiesta Bowl is again out in front with this fan-focused partnership.
“There was significant interest in the marketplace to partner with the Fiesta Bowl; where Caesars stood out was with its similar community mindset and a creativity toward setting a new standard.”
The operator said that the partnership would also expand its footprint in Arizona – where lawmakers in April legalized sports betting – by allowing it to offer its wagering platform to players in the state.
Sports betting is scheduled to go live in Arizona on 9 September and subject to regulatory approvals, players will be able to place sports bets on their mobile device via the Caesars Sportsbook app or in-person at Chase Field, home of Major League Baseball franchise the Arizona Diamondbacks.
In May, Caesars struck a partnership with the Diamondbacks to enable the operator to roll out sports betting in the state upon opening of its regulated market.