Caesars announces “first of its kind” sports betting partnership with Fiesta Bowl in Arizona

The US gambling giant Caesars has teamed up with the Fiesta Bowl for a “first-of-its-kind” deal between a US sportsbook and college bowl event.

This comes after the operator announced plans to relaunch its Caesars Sportsbook product earlier this month.

The partnership

Under the agreement, Caesars will host fan lounges in-stadium at the Playstation Fiesta Bowl and Guaranteed Rate Bowl, both in Arizona. Caesars will also have the ability to take mobile sports bets from fans at the Fiesta Bowl game.

The sportsbook operator will also become the title partner of the Fiesta Bowl’s pregame parties.

This is the first partnership of its kind between a sports betting operator and a bowl game.

Fiesta Bowl Chief Marketing Officer Jose Moreno said: “This is a new frontier in the college football space, and the Fiesta Bowl is again out in front with this fan-focused partnership. There was significant interest in the marketplace to partner with the Fiesta Bowl; where Caesars stood out was with its similar community mindset and a creativity toward setting a new standard. 

“We are teaming with an industry leader who is dedicated to working with us to elevate our offerings for college football and all sports fans across Arizona.”

Dan Shapiro, Chief Development Officer of Caesars Digital said: “We’re thrilled to work with the Fiesta Bowl Organization on this landmark partnership to bring college football fans closer to the game and build awareness around the importance of responsible gaming practices.

“These fans are unrivaled in their passion, and we look forward to offering Caesars Sportsbook to them this fall. Our offering provides a leading user experience where every wager gives players more through our award-winning Caesars Rewards.”

Is the NCAA relaxing its views on sports betting?

College sports have yet to embrace legal and regulated sports betting in the same manner as professional sports. 

This mainly due to opposition from the NCAA, which bans athletes and departments staff from “knowingly participating in sports wagering activities.”

In 2019, NCAA president Mark Emmert said sports betting would “threaten the integrity of college sports in many ways” unless they would act strongly.

The latest deal could be an indication that college sports are taking a more relaxed view towards the sports betting industry. However, bowl games are their own commercial entities, separate from the NCAA.

Caesars in Arizona

Caesars secured entry into Arizona’s soon-to-launch betting market earlier this year after agreeing a licensing deal with the Arizona Diamondbacks.

As well as offering online and mobile sports wagering, Caesars will operate a land-based sportsbook at Chase Field.

Sports betting is set to go live in Arizona on 9 September, just in time for the start of the football season.

Caesars ramps up sports betting efforts

Caesars has pledged to spend at least $1bn on sports betting in the US over the next two and a half years.

The new partnership with the Fiesta Bowl is the latest marketing effort from the brand as it seeks to expand its presence in the US betting space.

After acquiring William Hill earlier this year, Caesars announced plans to relaunch its Caesars sportsbook and William Hill products in the US.

The operator also bought naming rights for the Superdome in New Orleans earlier this year, which will provide the operator with a significant presence once sports betting in Louisiana goes live.