Caesars expands partnership with the Indianapolis Colts

The US gambling giant Caesars Entertainment has extended its partnership with the NFL’s Indianapolis Colts to include naming rights in areas of the team’s stadium.

This comes as Caesars agreed on a new sports betting partnership with Lousiana State University.

Caesars expands deal with the Colts

Announced last week, Caesars Entertainment has expanded its deal with the Indianapolis Colts in a deal that will see the operator secure naming rights to certain areas of the team’s stadium.

Under the multi-year agreement, Caesars Sportsbook will become the team’s premier sports betting partner and the official casino partner of the team.

Caesars will secure naming rights for Lucas Oil Stadium’s South Gate, now becoming Caesars South Gate. The venue will also see the opening of the Caesars Sportsbook Lounge, an entertainment space where live odds will be displayed on LED screens.

The deal builds upon an existing partnership between the team and the operator’s Harrah’s Hoosier Park Racing & Casino and Indiana Grand Racing & Casino properties.

Now, Caesars will be further integrated into the team’s media and marketing efforts to help bring promotions and offers directly to fans via the sports betting app. Caesars Sportsbook also has sponsorship of the free-to-play ‘Pick 6’ predictor game on the Colts Mobile App.

Roger VanDerSnick, Colts chief sales & marketing officer said: “We’ve been a proud partner with Caesars properties in Indiana for some time now, but this new partnership expands our ability to offer Colts fans a truly unique experience, whether at Lucas Oil Stadium or watching from home on gameday.”

“Expanding our sponsorship with the Colts to serve as their premier sports betting partner and only casino partner is an exciting step in our longstanding relationship,” said Chris Holdren, Co-President of Caesars Digital. 

“Indiana has been a special place for our company, and we know how passionate these great sports fans are for their home team. Caesars will continue to push for innovation to bring the best in sports experiences, both in-person and on mobile, to the Hoosier State through Caesars Sportsbook and our partnership with the NFL.”

Caesars doubles down on sports betting

Since completing its acquisition of William Hill, Caesars has doubled down on its commitment to the US sports betting industry.

Last month, the operator relaunched its sportsbook app on the Liberty platform acquired in the William Hill deal. The relaunch saw all of William Hill’s US sportsbook products rebranded to Caesars Sportsbook.

However, in states that require in-person registration such as Nevada, Illinois, and Washington DC, the app was renamed Caesars Sportsbook by William Hill.

The Caesars Sportsbook app is available in eight US states including New Jersey, Indiana, and Michigan.

Indiana betting market continues to grow

According to the latest figures from the state, Indiana bettors wagered $215.6m on sporting events in August.

August’s handle was up 10.8% month-on-month from the $194.5m wagered in July. In July, Indiana’s sports betting handle fell below the $200m mark for the first time since August 2020.

Although handle rebounded in August, Indiana’s sportsbook did not see a jump in revenue for the month.

According to the state report, sportsbooks in the state managed to generate $16.5m in adjusted gross revenue in August. This was down from the $17.2m generated in the month of July.

These figures are likely to increase in the coming months as football season is now in full swing in the US.