Caesars Entertainment is an historic brand. It’s a Las Vegas staple and has been featured in many hit movies, including 2009’s The Hangover. In recent times, the brand has focused on reaching out to millennials, who generally do not have the same favorable view of the brand as previous generations.
Toward that end, Caesars has, along with many Vegas institutions, shifted its emphasis from gaming to entertainment. The brand has a legacy here, having hosted both a famous Evil Knievel jump and Canada’s sweetheart, Celine Dion. Now, Caesars has a new partnership that puts them once more in the entertainment spotlight.
The National Football League has announced that they have selected Caesars Entertainment Corporation as the first-ever Official Casino Sponsor of the NFL. Beginning with the upcoming 2019 NFL playoffs, this multi-year sponsorship focuses on Caesars providing unique experiences for NFL fans by using its casino properties, celebrity chefs, premier music artists, and a wide range of entertainment elements. Caesars will have 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.
“We couldn't be more excited to work with one of the world's largest gaming and entertainment companies,” says Renie Anderson, Senior Vice President, NFL Partnerships, Sponsorship, and Consumer Products. “Combining the NFL with Caesars’ expertise in world class entertainment will provide our fans unique experiences both here in the United States and abroad.”
Mark Frissora, President and CEO of Caesars Entertainment, adds, “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.”
Seven NFL Clubs have relationships with Caesars Entertainment, including the Falcons, Ravens, Bears, Colts, Saints, Raiders, and Eagles. These partnerships, along with the new League deal, are for the Casino category only and do not include sports betting, daily fantasy, or hotels/resorts. Caesars, alongside other properties on the Las Vegas Strip, will host elements of the 2020 draft in coordination with the city of Las Vegas to help create this historic event.
The NFL and Caesars both stand to benefit greatly from this partnership, and it provides football fans a novel entry point into the world of gaming. This partnership also provides exclusivity, which makes for a strong customer experience and greatly increases the chance of both companies acquiring new brand advocates.