On January 3, Caesars Entertainment and the National Football League (NFL) announced a multidimensional partnership. Like the recent partnership between MGM Resorts and Major League Baseball, this represents an industry response to the May 2018 US Supreme Court decision that legalized sports betting throughout the country.
The Caesars-NFL deal launches immediately with the 2019 NFL playoffs, and will provide Caesars “the exclusive right to use NFL trademarks in the United States and the United Kingdom to promote Caesars casino properties and activate at key NFL events including the Super Bowl and NFL Draft.”
Mark Frissora, president and CEO of Caesars, commented, “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.”
Although it was the Supreme Court’s sports betting ruling that launched the rapid series of tie-ups between casino operators and sports leagues, this particular deal does not include any special partnership in regard to sports betting itself.
The financial terms of the Caesars-NFL were not released.