ugarHouse Casino, which will soon be known as Rivers Casino, announced a multi-year deal with the Wells Fargo Center and the NHL’s Philadelphia Flyers on Wednesday, making the casino and PlaySugarHouse.com their official sportsbook partners.
The deal includes two branded "hi-tech sports lounges" at the Wells Fargo Center opening this fall. The lounges will be ready for the Flyers' home opener on October 9 against the Devils, and will feature nearly 100 television screens for fans to watch the action on the ice, and around the sports world, while betting on sports on their phones. The look and feel of the sportsbook-style lounges will be the same as the brand-new permanent sportsbook at SugarHouse Casino, created by the same designer.
The announcement was made Wednesday by Valerie Camillo, President of Business Operations for the Philadelphia Flyers and Wells Fargo Center; Rob Long, General Manager of SugarHouse Casino; and Mattias Stetz, Chief Operating Officer of Rush Street Interactive, the operator of sports betting at SugarHouse Casino and PlaySugarHouse.com.
"With Pennsylvania on the forefront of legalized sports gaming, we and our SugarHouse partners are excited to elevate the game day experience at the Wells Fargo Center in a unique way," Camillo said. “These new lounges will bring the energy and excitement of PlaySugarHouse.com, a market-leading sportsbook, into the arena and introduce another step in our transformation to become one of the most technologically-advanced arenas in the world."
The Devils' Prudential Center also opened lounges last season in a partnership with sportsbook operator William Hill. The release Wednesday about the Wells Fargo partnership doesn't mention the 76ers, the other team occupying the Wells Fargo Center from October through April, and likely beyond. The 76ers are owned by Josh Harris' Harris Blitzer Sports & Entertainment group, which also owns the Devils and the Prudential Center.
The lounges won't be the only big changes to the Wells Fargo Center when fans return for the Flyers' and Sixers' regular seasons. A new, state-of-the-art, kinetic 4K scoreboard will feature the most square feet of center-hung, 4mm LED video technology in a dual NBA-and-NHL arena.
The agreement also forges a marketing partnership that includes advertising inside the arena's bowl and throughout the concourse as well as radio, billboards and digital media placements. The Wells Fargo Center is in the midst of "Transformation 2020," a $265 million initiative that is re-inventing the arena's live event experience through a series of major upgrades, including a massive new scoreboard, an all-inclusive event-level VIP club, and complete redesigns of both levels housing these sportsbook-style lounges.
"We are thrilled with this sponsorship deal to become the official sportsbook of the Philadelphia Flyers and Wells Fargo Center," Mattias Stetz stated. "Philly has some of the best sports fans in the country, and we look forward to hosting them in our sports lounges at the stunning Wells Fargo Center."
"Philadelphia fans' interest in sports betting is why we're expanding our state-of-the-art SugarHouse Sportsbook this fall," Rob Long said. "We can't wait to bring the same energy that we've seen at the casino to these brand-new sports lounges at the Wells Fargo Center."
The sportsbook-style lounges will be in two locations in the building - both on the Main Concourse and on the arena's top level. The nearly 6,500-square-foot-lounge located on the arena's top level will face the bowl so fans can watch the live action as it happens. The fun and open sportsbook-like environment will also feature other spaces for fans to cheer on the action while betting online and enjoying Philly's favorite foods and drinks. Each space features club chairs, bar and table seating, as well as a custom 22 feet long by eight feet tall LED video wall that will anchor the viewing area, which has its own dedicated seating area. There are also dozens of live action screens, measuring 86", 65", and 50", respectively.
The Main Concourse level lounge is located in the completely redesigned south end of the arena and is approximately 5,680 square feet. This space features 10, 86" screens grouped throughout the seating areas, mixed with odds boards and an additional 16, 65" monitors at the bar. SugarHouse ambassadors will also be in both lounges to assist guests in registering for the online sportsbook and to encourage them to wager on mobile devices.
As previously announced, SugarHouse Casino, along with its online and mobile complements, is rebranding as Rivers Casino Philadelphia, later this year. The sports lounges at Wells Fargo Center will reflect the new Rivers brand. The $15 million dollar rebranding investment also includes the new on-property sportsbook.
The National Hockey League has entered into partnerships with MGM Resorts, sports-betting operator William Hill, and daily fantasy sports operator FanDuel. Another Wells Fargo tenant — the NBA’s 76ers — last year entered into a marketing deal with Caesars Entertainment, operator of Harrah’s Philadelphia Casino & Racetrack. Caesars will have a presence at Sixers games through advertising placements that now will compete with the permanent SugarHouse lounges for the attention of basketball fans.