The Indianapolis Colts haven’t exactly had the best couple of weeks on the field but off the field, the club has been busy lining up high-level sports betting partnerships. Last Thursday the club announced a partnership with betting provider behemoth Caesars and on Friday, a similar deal was announced by the team with WynnBET.
While similar in nature, the two deals have their differences. One is worded as an official casino partnership while the other is an official sports betting partnership. No matter the wording, both Caesars and WynnBET will be getting some valuable exposure in a successful and competitive Indiana market while the Indianapolis Colts will get some help in enhancing their overall fan experience.
First, the Caesars Partnership
It was Thursday that the Indianapolis Colts announced an exclusive, multi-year “official casino partner”, Caesars. The deal brings two Caesars properties in Indiana into the Colts family – Harrah’s Hoosier Park Racing & Casino and Indiana Grand Racing & Casino.
While seemingly limited on its face, the partnership immediately opens up some opportunities for the sportsbook giant in a tough Indiana market.
The sports betting provider will open a new Caesars Sportsbook Lounge, which was formerly known as the Blue Room at Lucas Oil Stadium. Caesars will also stamp their name on one of the many entry gates at the Colts’ home field and develop a targeted marketing campaign for key areas in Lucas Oil Stadium.
A Caesars branded free-to-play “Pick 6” predictor contest has been developed and will appear on the Colts’ mobile app. Weekly prizes will be awarded, of which include trips to Caesars iconic Las Vegas property.
“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.”
Now for the WynnBET Partnership
The WynnBET/Indianapolis Colts deal was announced on Friday and is a bit broader than the Caesars tie-up. It is a multi-year Official Sportsbook Partnership deal that will give WynnBET extensive reach into the Colts’ assets. Colts legendary former defensive end Robert Mathis was named brand ambassador for WynnBET in conjunction with the Colts partnership deal.
WynnBET gains immediate access to Colts marks and logos to use in their advertising campaigns. There will be no shortage of WynnBET branded signage throughout Lucas Oil Stadium in key areas as a partnership perk for the wagering provider.
WynnBET takes over sponsorship of the West Club at Lucas Oil Stadium, the premier sports bar in the upstairs club level at the stadium, catering to super fans 21 years and older. Touchdown Town, the lounge located in the team’s pre-game tailgate area will also carry the WynnBET name. Food, drink, weekly prizes and appearances by local personalities and Colts legends will be a part of the WynnBET offering.
WynnBET will also benefit from a heavy media presence on Colts-related media content, on radio, TV and all other digital means. WynnBET will sponsor the Official Colts podcast and the team’s mobile app while becoming title sponsor of such Colts programming as radio’s Countdown to Kickoff pregame show, in-game broadcast, and the 5th Quarter Huddle postgame show.
“This partnership with WynnBET will help the Colts expand offerings, activities and events for our fans and customers and provide multiple new options for them to engage with the team,” said Colts chief sales & marketing officer Roger VanDerSnick. “We also look forward to WynnBET’s presence in our television shows, podcasts and other digital and social platforms, which will allow us to touch even more fans, on gameday or otherwise.”
Jumping in With Two Feet
The Indianapolis Colts last week showed that they aren’t scared of aligning with the sports betting industry. Two sportsbook partnership deals in two days was, in essence, the team jumping into the legal sports betting fray with 2 feet.
Caesars and WynnBET saw a need to wrestle away some market share from BetMGM and the two DFS giants-turned Heavyweight betting providers that have gained and maintained a combined 72% of the market share in the Hoosier State. Partnering with the Colts is a good start.