Add Caesars Entertainment and William Hill to the long list of high-profile sports betting operators to join forces with an NFL team. On Monday it was announced that Caesars Entertainment, Inc. and its exclusive sports betting partner, William Hill US have signed their first-ever official sponsorship with a team from the biggest betting league in North America, the NFL, thanks to a deal with the Indianapolis Colts.
William Hill sportsbook, which gained a presence in Indiana last year, will look to build on the success that they have seen in the state since launch. Unique opportunities for fans to maximize their sports viewing experience, in this case, rabid Indiana Colts fans has been identified as a major motivation for both sides of the deal as the NFL season nears its half-way point.
More on That Motivation
Fan engagement has become a buzz phrase for both the legal sports betting industry and for pro sports teams in the last few years. With legal wagering becoming more and more popular as it enters the main stream, team/betting provider relationships have become an increasingly popular way to enhance a fan’s overall experience.
“In the digital age, and particularly this virtual world in which we find ourselves now, finding new ways to engage with our fans, partners and community is one of our top priorities,” said Roger VanDerSnick, Colts’ chief sales and marketing officer.
“This partnership with Caesars Entertainment and William Hill will help us better connect with Colts fans everywhere as we navigate this very unique season in 2020 and offer a greater fan experience well into the future.”
A Little Bit About the Deal
Caesars and William Hill will gain the usual signage presence at Lucas Oil Stadium, just like most other partnerships of its kind. Brand visibility has been and will continue to be one of the most important factors for betting providers that enter into such agreements.
Caesars Sports Book by William Hill mobile app will be up-and-running right away and will be immediately built into the club’s media and marketing plans which include exclusive offers and promotions for fans that sign up for the Caesars/William Hill top-tier sports betting app.
For the Colts and their fans, they will be able to access Caesars Rewards, the largest customer loyalty program in the industry. That program will also act as the main sponsor for a unique free-to-play “Pick 6 Predictor” game on the Colts Mobile App. which allows customers, through a series of questions, to predict the outcome of games as well as other aspects of any given match. Correct answers will result in weekly prizes and a chance to win a trip to Las Vegas to stay at a Caesars branded Entertainment property.
Caesars and Indiana
Caesars has pointed at their long relationship with both the state of Indiana and the Indianapolis Colts as a catalyst for their decision to pick the Hoosier state as the one to enter the NFL sponsorship fold.
“Our company has deep roots in Indiana,” said Chris Holdren, Co-President of Sports and Online Gaming for Caesars Entertainment. “This expanded partnership with William Hill and our long relationship with the Indianapolis Colts deepens our strong ties within the community. Combined, both will provide an exciting entertainment experience – on gamedays and beyond.”
Sharon Otterman, Chief Marketing Officer of William Hill went further, stating that: ” William Hill Sports Book entered the Indiana market last year and has seen tremendous success. This latest partnership between William Hill, Caesars Entertainment, and the Indianapolis Colts brings together three industry-leaders that are reshaping the way fans engage with sports during unprecedented times. We’re excited to be revolutionizing the way fans connect with their hometown team in Indianapolis and look forward to all that’s in store for this football season.”