One week after launching its mobile sports betting platform in New York, Caesars Entertainment announced a multi-year partnership with the Buffalo Bills. As part of the agreement, Caesars Sportsbook becomes an official mobile sports betting partner of the NFL team.
The latest partnership for the online gambling and entertainment giant includes naming rights to a new sportsbook-style premium club lounge at Highmark Stadium, home of the BIlls. They will also offer plenty of custom fan experiences going forward and will be included in the broadcast and digital content across Bills’ properties.
“This partnership gives us the opportunity to connect with one of the most passionate fan bases in all of sports,” said Chris Holdren, Co-President of Caesars Digital. “We’re ready to welcome Bills fans into the Caesars Empire and offer them access to best-in-class hospitality experiences through our Caesars Sportsbook app as we continue to expand our footprint across the state of New York and beyond.”
Caesars was among the first four operators to accept wagers in New York on January 8 and immediately gained a foothold in the state’s newly-regulated sports betting market. On the opening weekend alone, the Empire State reported a record-breaking handle of $17.2 million and soared to the top of the regulated US markets.
The new exclusive premium club lounge, to be situated in the northwest corner tower of the existing Business Class Club, is slated to become available for the start of the 2022 NFL season. A wide range of VIP experiences can be expected for Caesars Sportsbook bettors as part of the renowned Caesars Rewards loyalty program.
“The Caesars Sportsbook app is a premier sports betting app that connects sports fans and delivers best-in-class experiences,” said Dan Misko, Senior Vice President of Business Development at Pegula Sports & Entertainment. The Pegula family owns several businesses and sports teams, including the Bills.
“We’re very excited to work together with Caesars to engage Bills fans throughout Western New York and Southern Ontario, bringing these unique experiences right to their fingertips. We look forward to the new attraction Caesars will bring to Highmark Stadium next season, and to working with Caesars Sportsbook for many years to come.”
Through the partnership, Caesars gains access to the use of official Buffalo Bills logos and trademarks. The deal also includes in-game signage at the stadium, which will help raise brand awareness during national and international broadcasts.
Many of these brand exposure perks were also granted to the FanDuel Group, which was named as an official mobile sports betting partner of the Bills on January 6.
However, instead of the exclusive lounge and VIP experiences that came along with the Caesars deal, FanDuel will be the presenting sponsor of the Bills-themed Podcast “Bills by the Numbers.” FanDuel will also pursue TV and radio spots to engage Bills fans. At first glance, it appears Caesars got a better deal.
The announcement of the Bills-Caesars partnership came on the same day as a Bills victory over their nemesis, the New England Patriots, in the AFC Wild Card Game. Buffalo dominated the contest, scoring seven touchdowns on seven consecutive drives. The Bills won, 47-17.
The Bills will travel to Arrowhead Stadium to take on the Kansas City Chiefs in the AFC Divisional Game next weekend. If the Bills win, they will advance to the AFC Championship Game, the winner of which will advance to Super Bowl XVI.
Buffalo has appeared in the Super Bowl four consecutive times, losing each time. Their last appearance was Super Bowl XXVIII in 1994. The Bills lost to the Chiefs in the AFC Championship Game last year, 38-24.
