Sportsbook & Team Partnerships – November 2023
Online Sportsbooks· Promo Codes· Sportsbook & Team Partnerships
A big part of the marketing plan for legal US sportsbook operators is strategic partnerships. They can be formed with other entities in the industry. However, partnerships with sports leagues and individual teams are the most impactful when it comes to growing their business.
The NFL and the 32 teams in that US professional sports league is a perfect example. As the biggest betting sport in the legal US industry, a strategic partnership is an excellent way to engage a targeted fan base.
- BetMGM Arizona Cardinals
- Caesars Baltimore Ravens
- bet365 San Antonio Spurs
- WynnBET New York Jets
- PlayUp New Jersey Devils
- BetMGM Pittsburgh Pirates
- Caesars LSU Tigers Athletics
- BetMGM Madison Square Garden
- Caesars Madison Square Garden
- PointsBet Maryland Terrapins Athletics
- Sportsbooks Team Partnerships FAQ
BETMGM ARIZONA CARDINALS
BetMGM entered the Arizona legal sports betting market through a partnership with the NFL’s Arizona Cardinals. A third party in this agreement is the Gila River Hotels & Casino. That company owns three land-based gaming venues in the state.
A big part of this partnership is the ability to offer legal wagering on sports at the Cardinals’ home field, State Farm Stadium. That retail sportsbook should be in place ahead of the 2022 NFL regular season.
BetMGM will also be able to operate a retail sportsbook at the three Gila Rivers’ casino locations. The BetMGM mobile sportsbook app is available for download across the state of Arizona for bettors 21 and older.
Another part of this three-party agreement is responsible gaming and other educational programs. This is a priority for BetMGM and its parent company MGM Resorts International.
CAESARS BALTIMORE RAVENS
Caesars Entertainment signed a sports betting agreement with the NFL’s Baltimore Ravens to complement an existing casino gaming partnership. Caesars Sportsbook will be the premier sports betting partner of the team.
Caesars’ Horseshoe Casino Baltimore is already established as the official casino partner of the Ravens. This partnership is exclusive with the team.
Earlier this year, Caesars Entertainment closed on its bid to acquire UK-sportsbook operator William Hill. The company decided to rebrand that company’s US operations as Caesars Sportsbook.
The five-year agreement with the Ravens gives the Caesars’ brand naming rights throughout the club level of M&T Bank Stadium. Signage throughout Baltimore’s home field will be displayed through LED scoreboards.
Horseshoe Casino Baltimore has been a sponsor of the team for several years. This has helped to pave the way for the company’s entry into legal sports betting in the state of Maryland.
BET365 SAN ANTONIO SPURS
bet365 is a well-established provider in New Jersey and the UK, and is now making strides in markets that have not yet legalized online sports betting.
The Call Your Shot game will allow users to win team-related prizes and experiences in Texas, a state without a legal betting market. In order to avoid offering anything that is outside of the law, the app will only award users credits that they can then use to redeem prizes within the Spurs app.
Such prizes will include jerseys, memorabilia, free seats at games plus accommodations, and more. The CRO of the Spurs, Frank Miceli, states:
“Finding groundbreaking and exciting ways to engage with our fans has long been a priority for our organization. Our partnership with bet365 is part of our vision to provide innovative and memorable experiences for Spurs fans everywhere.”
bet365 is making a clear step towards offering legal betting in Texas, should that market open up. There’s already an indication that local sports legends and some lawmakers would be amenable to legalizing online sports betting, so Texas may be a state to watch in 2022.
WYNNBET NEW YORK JETS
The online sports betting app for Las Vegas gaming giant Wynn Resorts is relatively new as compared to other major US operators. However, WynnBET is making some major inroads in available markets.
The partnership with the NFL’s New York Jets has strong crossover appeal in the state of New Jersey. The Garden State is the biggest legal sports betting market in the US in terms of total volume.
WynnBET will be the Official Betting Partner of the Jets. A big part of the agreement will be the Green Room at MetLife Stadium in New Jersey. As a hospitality venue, it will be open during all Jets’ home games.
The sports betting operator will also have a strong marketing presence in the Jets Podcast Network. WynnBET will be part of the Jets SportsNet Pre and Post Game Live shows.
PLAYUP NEW JERSEY DEVILS
Based in Australia, PlayUp expanded its marketing presence in New Jersey with a partnership with the Devils as a premier sports franchise in the NHL.
As part of this multi-year agreement, PlayUp is the presenting partner of the PlayUp Studio. The sportsbook operator will also receive marketing exposure with the Devils’ Season Preview show and the Pregame show ahead of all the team’s home games at the Prudential Center.
Stadium signage includes TV-visible branding on a dasher board and a corner-ice logo. There will also be a virtual signage package at the Prudential Center.
PlayUp first entered the legal US sports betting industry in Colorado. After securing a New Jersey gaming license, the company signed its first official sports team partnership with the Devils.
Prior to going live with the PlayUp mobile sportsbook app in Colorado and New Jersey, the company launched FreePlay.PlayUpUSA as a social gaming site.
BETMGM PITTSBURGH PIRATES
In an effort to boost its brand presence in Pennsylvania, BetMGM formed a partnership with the MLB’s Pittsburgh Pirates. This is a key market for the third biggest legal sportsbook operator in the US.
Covering the western half of the state, Pittsburgh has a very strong concentration of die-hard sports fans. The agreement with the Pirates gives BetMGM a strong marketing presence at PNC Park as the team’s home field.
Signage at the venue includes left field and behind home plate. Fan-focused promotions and social media content are also included in the deal.
Pennsylvania has grown to become the third-largest legal sports betting market in the US based on monthly betting volume. This pro team partnership boosts BetMGM’s efforts to expand its current market share.
CAESARS LSU TIGERS ATHLETICS
Along with an aggressive marketing initiative for professional sports teams, Caesars has tapped into collegiate athletics with the LSU Tigers’ partnership. This unique agreement has been expanded to include 21 different sports programs at Louisiana State University.
Building brand presence in Louisiana has been a major priority for Caesars Entertainment. The company owns and operates Harrah New Orleans. Earlier in 2021, Caesars gained official naming rights for the Louisiana Superdome.
Through the partnership with LSU, Caesars Sportsbook is now the Official Sportsbook of the school’s athletic program. This includes signage at Tigers Stadium for football and the Maravich Center for basketball.
Caesars will also have broadcast and digital sponsorship rights with LSU Athletics. In conjunction with Playfly Sports, who helped broker this deal, Caesars Sportsbook with have the opportunity to engage the entire LSU fan base.
Working with the Louisiana Association on Compulsive Gaming, state regulators and local community leaders, Caesars has made a strong commitment to responsible gaming in the state.
BETMGM MADISON SQUARE GARDEN
BetMGM's deal with Madison Square Garden occurred on the same day that the New York State Gaming Commission awarded the Kings of Sportsbooks a sports betting license. BetMGM is now an official sports betting partner of the New York Knicks, the New York Rangers, and The Garden itself.
Additionally, BetMGM advertising will extend to digital signage outside of Madison Square Garden, so millions of people in New York city will walk past the signage every day.
CAESARS MADISON SQUARE GARDEN
A multi-year marketing partnership was announced by Madison Square Garden Sports Corp. and Madison Square Garden Entertainment Corp between the companies and Caesars Sportsbook, meaning Caesars Sportsbook will be an Official Sports Betting Partner of the Madison Square Garden Arena, MSG Networks, the New York Rangers, and the New York Knicks.
Caesars will also be able to offer MSG and hospitality experiences at Madison Square Garden, one of the most famous arenas in the world, to the customers of its Caesars Rewards program.
Inside Madison Square Garden, the Caesars Sportsbook will receive a premium, branded hospitality space. The space will be open for all games from the Rangers and the Knicks, in addition to certain events.
POINTSBET MARYLAND TERRAPINS ATHLETICS
The University of Maryland, through Maryland Sports Properties and PlayFly Sports, agreed to a multi-year sports betting partnership with PointsBet. The deal makes the Terrapins the first Big Ten program to partner with a sports betting provider.
The deal will include in-game features and campus activations for fans in and around the university’s sports facilities. It is also likely to involve a charitable component and advertising for PointsBet throughout Maryland’s physical and digital properties.
SPORTSBOOKS TEAM PARTNERSHIPS FAQ
HOW MUCH DOES THE NFL EARN FOR ITS SPECIFIC SPORTSBOOK PARTNERSHIPS?
It is estimated that the NFL has taken in more than $270 million from agreements with casino gaming companies and sportsbook operators.
CAN A US SPORTSBOOK FORM A STRATEGIC PARTNERSHIP WITH A PRO TEAM IN A STATE WITHOUT LEGAL BETTING?
Yes, there are no legal restrictions to form these types of strategic partnerships. However, betting is still illegal in states without legislated sportsbooks, even if their professional sports team or teams have a partnership with a betting company.
WHY DO LEGAL US SPORTSBOOK OPERATORS SPEND SO MUCH MONEY ON PARTNERSHIPS WITH SPORTS TEAMS?
These types of agreements are a key part of each US book’s customer acquisition strategy.