Caesars Entertainment has created a significant business presence in the state of Indiana. The Nevada-based casino gaming and entertainment giant already owns and operates three land-based casinos in the state.
Prior to last year’s NFL season, Caesars Sportsbook became an official sports betting partner of the Indianapolis Colts. In an effort to broaden the company’s relationship with in-state sports bettors, Caesars has now formed a strategic partnership with Indianapolis Motor Speedway (IMS).
This new partnership includes the Brickyard as the actual racing venue, the IMS racing series and most importantly the annual Indianapolis 500. This opened-wheeled auto race is the state’s biggest sporting event of the year.
Traditionally held on the Sunday of Memorial Day weekend, the Indy 500 has grown to become one of the most iconic motor racing events in the history of the sport. Led by racing greats such as Mario Andretti, AJ Foyt and Al Unser, even casual sports fans are familiar with this event to mark the unofficial start of summer.
Under the terms of this new partnership, Caesars Sportsbook will become the Official Sports Betting Partner of the Indianapolis 500. This title caries over to Indianapolis Motor Speedway as well. A big part of the agreement includes the new Caesars Sportsbook Lounge at the track.
Located in the Brickyard at Pagoda Plaza, Caesars will have the opportunity to offer VIP hospitality experiences during any of the races at the track. The inaugural event of the new partnership was the GMR Grand Prix race at Indianapolis Motor Speedway on May 14.
Caesars will also have access to all IMS digital brand and intellectual property to aid in its marketing efforts. Branding at the track along with integration into social media assets are also part of the deal.
The most exciting aspect of the partnership is the ability to enhance the fan experience. Promotional activity at the track will be tied into Caesars Rewards as the company’s popular customer loyalty program.
As Co-President of Caesars Digital, Eric Hession released the following statement:
“The Indianapolis Motor Speedway and Indy 500 are iconic American sports traditions. Partnering with one of racing’s most iconic venues and ‘The Great Spectacle in Racing’ provides our customers with unique experiences through Caesars Rewards.”
The Caesars Sportsbook Lounge is the perfect tie-in to create those unique fan-oriented experiences. VIP guests will enjoy a full hospitality package to go along with an elevated view of the entire 2.5-mile racing track. The lounge will be open for all practice sessions, race qualifying rounds and the racing events themselves.
The 106th running of the Indy 500 is set for Sunday, May 29. As part of the joint promotional plan, Caesars Sportsbook will be offering $106 in free bets. The partnership will developing additional integrated marketing plans that are designed to be mutually beneficial.
Written by Dave Schwab, our US sports betting industry expert.
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