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Las Vegas-based Caesars Entertainment Corp., and the NFL have signed a multiyear deal that makes Caesars the first-ever “official casino sponsor of the NFL.”
Additional terms of the deal announced Thursday were not disclosed.
The deal involves the casino category only and does not include sports wagering, daily fantasy sports or the company’s hotels and resorts.
Caesars will be enabled to use NFL branding and trademarks in its casinos beginning with the weekend’s NFL playoffs.
Caesars edged out Las Vegas rival MGM Resorts International for having the first NFL agreement. MGM has already signed sponsorship deals with Major League Baseball, the National Basketball Association and the National Hockey League.
“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,” Caesars President and CEO Mark Frissora said in a statement issued with the announcement.
“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,” Frissora said.
The deal also gives Caesars the inside track for hosting events associated with the 2020 NFL Draft, which is scheduled to occur in Las Vegas.
Seven NFL teams — the Atlanta Falcons, Baltimore Ravens, Chicago Bears, Indianapolis Colts, New Orleans Saints, Oakland Raiders and Philadelphia Eagles — already have relationships with Caesars.
MGM scored the first-ever deal with an NFL team in October when it announced an agreement with the New York Jets.
In November, MGM CEO Jim Murren was questioned about affiliating with the NFL at the ICE Sports Betting USA Conference in New York. Murren said the sticking point with developing an NFL deal was the league’s desire to enact uniform standards in all states through the federal government, a position MGM and the American Gaming Association oppose.
“It is not a coincidence that we have relationships with those three leagues and not currently with the NFL,” Murren said in a report by Forbes. “This is an emerging field, I think anyone that drives a stake in the ground and says ‘This is my position and I’m not willing to change,’ is going to end up eating those words.”
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