Caesars expands Manning relationship with new strategic partnership
Sportsbook operator inks multiyear content-led deal with NFL legend’s Omaha Productions business
Caesars has signed a multiyear strategic partnership with Omaha Productions, the media business owned by one of its highest profile brand ambassadors, NFL legend Peyton Manning.
The agreement will see the duo launch the Omaha Audio Network, a full-service audio production network which will develop a variety of digital media content specifically aimed at Caesars and Omaha Productions social media channels.
The partnership will also see the creation of a live events series, due to begin later this year, which will provide tie-in elements to the Caesars Rewards program.
Omaha Audio Network will produce podcast content on a variety of sports featuring on-air talent.
Manning and Omaha Productions will also serve as executive producers for a variety of new digital series including “Mayne on the Street” with Caesars Sportsbook brand ambassador Kenny Mayne, “Celeb Shots” with Rachel DeMita, and “One More Round” with Cooper Manning.
Addressing the expansion, Caesars Digital CMO Sharon Otterman was quick to quash any suggestions that this deal amounted to a sponsorship of Caesars Sportsbook by the Manning family.
“This is not a sponsorship; it’s a strategic partnership,” she said.
“We’ll collaborate with Peyton and Omaha to conceptualize, create and produce unique content in a way that only two leaders in the sports and entertainment space can.
“We look forward to the rollout of the Omaha Audio Network presented by Caesars Sportsbook, putting together unforgettable event experiences and crafting engaging must-see content for our customers,” Otterman added.
Caesars agreed a wide-ranging strategic partnership with the Manning family in November, with the NFL’s legendary family collaborating with the sportsbook operator on the first-ever responsible gaming ad to air during NFL games and around the Super Bowl.
Archie, Peyton, Eli, and Cooper Manning have featured in advertising, in addition to appearing at Caesars live events and commercial appearances.
The presence of the Mannings, as well as a significant upsurge in Caesars marketing activity, led to Caesars enjoying its biggest Super Bowl period in terms of advertising and marketing impact.
“All of us at Omaha are excited to expand the relationship and have Omaha create compelling original content in partnership with our teammates at Caesars,” Omaha Productions founder Peyton Manning said.
“Caesars has already proven to be a great partner on the projects we have done together,” Manning added.