Caesars Entertainment announced that it had secured a sports betting partnership with the Fiesta Bowl.
The agreement is th first fantasy gaming and sports betting alliance between a college football bowl game and a gambling company. Financial details of the deal were not revealed although Sports Illustrated confirmed that it is a multi-year pact.
Not coincidentally, the partnership takes effect on September 9th when the state of Arizona will launch legal sports betting.
Caesars Fan Lounge
As part of the partnership, Caesars will pay host to a newly created fan lounge within each stadium of the Fiesta Bowl and the Guaranteed Rate Bowl. These lounges will provide fans with an educational and engaging experience with the company’s brand ambassadors.
The standing-room only area can accommodate 800 persons and it will have bars and a DJ. Caesars will also become the title sponsor of the PlayStation Fiesta Bowl pregame parties and high-rollers will be rewarded with club and suite seats at both events.
Caesars will also make an annual donation to Fiesta Bowl charities. Although the specifics were not named, Fiesta Bowl chief marketing officer Jose Moreno said that the deals are “significant” in amount.
Just the Latest in College Football Deals Involving Sports Betting Companies
The deal between the Fiesta Bowl and Caesars is just the latest involving a sports betting company and college football.
Last year, the University of Colorado entered into a five-year $1.65M advertising agreement with PointsBet. That was the first such deal since 2017 when UNLV signed a deal with William Hill. The Arizona Bowl also announced a title sponsorship deal with Barstool Sports.
The Colorado and University of Nevada deals allow their partner companies to post corporate signages in athletic venues. The University of Colorado agreement includes a “finder’s fee” of $30 for each new customer sent to PointsBet.