Caesars Entertainment on Thursday announced a multi-year partnership to make its sportsbook brand the Official and Exclusive Sports Betting Partner and iGaming Partner of Michigan State University (MSU) Athletics.
The partnership combines a new premium seating area at MSU's Spartan Stadium, an expansion of responsible sports gaming education, and fan engagement activities.
Caesars Sportsbook will gain "significant exposure" through MSU's sports properties and access to a wide range of hospitality assets and VIP experiences, which will be available to Caesars Sportsbook players, as part of the wide range of benefits offered through the company's loyalty program, Caesars Rewards.
In collaboration w/ Michigan State University Athletics (@MSU_Athletics) & MSU Sports Properties, we announced a multi-year partnership to make @CaesarsSports the Official and Exclusive Sports Betting Partner and iGaming Partner of MSU Athletics. https://t.co/r2IDbAKRxW pic.twitter.com/U2VjKOTtFr— Caesars Entertainment (@CaesarsEnt) January 13, 2022
Assets include broadcast and digital content across MSU athletics, TV-visible signage across basketball, football and hockey, naming entitlement for a new premium seating area inside Spartan Stadium set to debut during the 2022 football season along with an outdoor tailgating area, and access to exclusive alumni and fan engagement opportunities surrounding varsity sports seasons currently underway. Spartan fans will also access promotional offers on mobile sports betting, iGaming, and The World Series of Poker (WSOP) product offerings.
"Michigan State has a proud tradition of excellence and partnering with an internationally recognized brand in college athletics is a great opportunity for us," Eric Hession, Co-President of Caesars Digital, said in a press release. "The Spartan fan base and alumni network is passionate and well-established across the country. We look forward to building upon our connection with them while strengthening the legacy we hold in the state of Michigan and advancing scholarship opportunities through this partnership."
In addition to providing a "significant financial commitment" to MSU, Caesars Sportsbook will provide annual funds to support student-athlete responsible gaming education, student scholarships, as well as internship and professional development opportunities for MSU students pursuing a career in the sports industry.
"The opportunity to partner with Caesars, a leading force in the sports and entertainment industry, will help enhance gameday experiences for Spartan fans and provide significant resources to support the growing needs of each of our varsity programs," said Alan Haller, Michigan State Vice President and Director of Athletics. "We are excited to be on the cutting edge of this innovative opportunity, while recognizing the importance of Caesars' commitment to responsible sports gaming education both for the student-athletes and the University community as a whole."
This agreement also places an emphasis on the expansion of responsible sports gaming and education for the MSU community, according to the release. Caesars Sportsbook is committed to working with the Michigan Association on Problem Gambling (MAPG), regulators and the community to provide responsible gaming resources to all eligible sports bettors in the state and driving awareness of the responsible gaming tools available on the Caesars Sportsbook app.
This partnership was facilitated by MSU's third-party multi-media rights holder, Playfly Sports.
"The rapidly expanding interest around gaming in the college space has pushed us to create strategic opportunities for our college properties that not only provide impactful gaming education resources but also significant opportunities to drive new sources of revenue," said Christy Hedgpeth, President of Playfly Sports Properties. "Connecting Caesars' iconic brand to MSU's passionate community of students, fans and alumni is a perfect fit and another example of how partnerships like this are creating tremendous benefits for all parties involved."
Caesars Sportsbook is currently live in 21 states and jurisdictions—15 of which are mobile—and operates the largest number of retail sportsbooks across the US. In Michigan, its iOS and Android app offers live in-game betting, daily promotions, special odds boosts, as well as safe and easy ways to deposit and withdraw funds.