As Chicago City prepares for a new sports betting market and in-arena sportsbooks, Caesars Entertainment announced Thursday it has entered a new deal with MLB's Chicago White Sox to make Caesars the Exclusive Casino Partner of the team, and to name the company’s Sportsbook its Official Betting Partner.
This wide-ranging collaboration builds upon Caesars’ presence and history in Illinois and northwest Indiana, the company said, states where the business offers entertainment experiences at Harrah’s Joliet, Harrah’s Metropolis, Horseshoe Hammond and Grand Victoria Casino Elgin.
Caesars Entertainment and Caesars Sportsbook now have access to official Chicago White Sox logos and marks, rotational LED signage, digital and social media assets, as well as a variety of exclusive White Sox experiences available through its loyalty program, Caesars Rewards.
The partnership includes TV-visible fixed signage with a right field board featuring its gaming destinations and channel lettering affixed to the top of the left field video board, one of the first of its kind in the ballpark’s branding displays.
The White Sox will integrate Caesars Entertainment and Caesars Sportsbook into the team's marketing efforts, team merchandise, and experiences going forward, while also bringing offers and promotions directly to fans through the Caesars Sportsbook app.
In an official press release, CEO of Caesars Entertainment, Tom Reeg, spoke about this alliance and said: "It's a perfect time for Caesars to align with an iconic franchise like the Chicago White Sox. Some of the most passionate sports fans in the country call Illinois home. Caesars can provide White Sox fans and sports fans across the state with the very best in sports experiences through our world-class resorts and the recent relaunch of the Caesars Sportsbook app now available for mobile registration."
Brooks Boyer, White Sox chief revenue and marketing officer, added: "By teaming up with a globally recognized entertainment leader in Caesars, we are delivering the combined brand reputation and shared commitment to offer our fans an extraordinary sports and entertainment experience. With energized talent on the field, our partnership with Caesars enhances the excitement for our fans with new experiences and programs."
Caesars Sportsbook is an authorized gaming operator of the MLB and is currently live in 24 states and jurisdictions—17 of which are mobile—and operates the largest number of retail sportsbooks across the United States.
The new deal follows an announcement this month that the company's net loss widened in Q1 amid digital setbacks, despite net revenues for the period increasing to $2.3 billion.
In December, the Chicago City Council agreed to lift the Chicago ban on sports betting and impose a Mayor-backed 2% tax on gross revenues from it, which allows sportsbooks to open in and around Soldier Field, Wrigley Field, Guaranteed Rate Field, the United Center and Wintrust Arena. The 2% city tax on gross revenues from sports betting is expected to generate $400,000 to $500,000 a year based on an estimated $25 million in annual revenues from sports betting in Chicago.
After launching in Arizona on September 9, FanDuel opened its retail sportsbook lounge located inside Footprint Center, home of the Phoenix Suns & Phoenix Mercury. This was the first of its kind to be located inside an NBA arena.