Caesars inks Buffalo Bills betting partnership deal
Sportsbook operator gains access to marketing and fan-experience led assets relating to NFL stalwarts
Caesars Entertainment has agreed a multi-year deal to become the official mobile sports betting partner of the NFL franchise the Buffalo Bills.
The partnership includes sponsorship assets and provides Caesars Sportsbook naming rights to a new sportsbook-style premium club lounge at Highmark Stadium.
In addition to the new space, Caesars Sportsbook gains access to the use of official Buffalo Bills logos and marks, as well as custom fan VIP and hospitality experiences entitled ‘fit for a Caesar’, which will now become available to Caesars sportsbook users through the Caesars Rewards loyalty program.
In respect of marketing assets, the partnership includes broadcast and digital content across Bills’ properties, TV-visible in-game signage, and access to unique fan activations at Highmark Stadium.
Fans attending the recent Wild Card playoff game against the New England Patriots were also the subject of a co-branded beanie giveaway.
Caesars has said it hopes the deal will extend Caesars Sportsbook outreach beyond Western New York to Bills fans in Southern Ontario, Canada.
“This partnership gives us the opportunity to connect with one of the most passionate fan bases in all of sports,” Caesars Digital co-president Chris Holdren said.
“We’re ready to welcome Bills fans into the Caesars Empire and offer them access to best-in-class hospitality experiences through our Caesars Sportsbook app as we continue to expand our footprint across the state of New York and beyond,” he added.
Pegula Sports & Entertainment SVP of business development Dan Misko welcomed the deal, citing the positives for the Bills in working with Caesars.
“We’re very excited to work together with Caesars to engage Bills fans throughout Western New York and Southern Ontario, bringing these unique experiences right to their fingertips,” Misko said.
“We look forward to the new attraction Caesars will bring to Highmark Stadium next season, and to working with Caesars Sportsbook for many years to come,” he added.
Caesars has had a busy start to 2022, gaining permission from the New York State Gaming Commission to begin operation in the Empire State, as well as concluding marketing-led partnerships with Michigan State University Athletics and NHL goaltending legend Henrik Lundqvist.