Caesars eyes college football gains with Fiesta Bowl partnership
Operator’s newly relaunched sportsbook inks first-of-its-kind fan engagement sports betting deal
Caesars Entertainment has agreed a first-of-its-kind multi-year strategic sports betting and fantasy partnership with the organizers of the Fiesta Bowl college football game.
The multi-layered alliance will focus on fan engagement, the organization’s year-round events, and expanding sports gaming and education in Arizona.
As part of the deal, Caesars will host new fan lounges within the stadiums for the PlayStation Fiesta Bowl and Guaranteed Rate Bowl.
The US giant will also become title partner of the PlayStation Fiesta Bowl pre-game parties and join in the annual Arizona Bank & Trust Fiesta Bowl Kickoff Luncheon as presenting partner.
Caesars Digital chief development officer Dan Shapiro highlighted the potential for the partnership in respect of fan engagement, with the Arizona sports betting market set to go live in September.
“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,” Shapiro added.
The Fiesta Bowl, which began in 1971 and is held annually, has been based at the State Farm Stadium in Glendale, Arizona since 2007. In January, the game was won by Iowa State.
Fiesta Bowl CMO Jose Moreno said: “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,” Moreno added.
In July, Penn National Gaming subsidiary Barstool Sports agreed its own college football sponsorship deal when it became title sponsor of college football contest the Arizona Bowl.
The National Collegiate Athletic Association (NCAA) was previously opposed to the expansion of US sports betting as the NCAA felt it would irreparably harm college sports.