Caesars Sportsbook, one of nine operators that last week was granted access to the soon-to-be-live New York sports betting market, Thursday morning announced a sweeping partnership with the NBA’s Knicks, NHL’s Rangers, Madison Square Garden, and MSG Networks. The partnership will give Caesars the opportunity to directly market to fans in-arena, via social media, and on broadcasts.
The partnership, according to a press release, will include a relaunch of the Four Courses With JB Smoove show, during which the actor-comedian interviewed athletes and celebrities at the dinner table. The 2013 offering will be updated to include Caesars-themed content.
“I am thrilled to be reunited with my friends at MSG Networks,” Smoove said. “I can see it now: Caesar in the Mecca! A match made in heaven!”
BetMGM has a deal, too
The announcement is the second with the Knicks, Rangers, and MSG since the New York Gaming Commission announced on Nov. 8 that it had accepted two bids from a total of nine companies to operate sports betting in New York, which will be the second-largest state by population to have online sports betting when operators launch. (Florida is the largest by population.)
brace yourself for BetMGM ads at MSG; at Knicks & Rangers games; on NYK/NYR/NYI/NJD telecasts, & for 3 sports betting shows that have launched on MSG Networks as that pesky lawsuit against gambling is now forgotten: https://t.co/OZ73To8sLn that's on our new "NYOG" site #SportsBiz
— John Brennan (@BergenBrennan) November 9, 2021
Caesars is part of the successful New York bid that also includes PointsBet, Resorts World, Rush Street Interactive, and WynnBet, while BetMGM is part of a group that includes Bally’s, DraftKings, and FanDuel. The state appears to be aiming to launch mobile sports betting by the Super Bowl.
For Caesars, the new partnership includes the opportunity to build out a branded sports lounge at MSG. The space will be available to Caesars Rewards customers and will feature unique programming, guest appearances, giveaways, and specials. According to the press release, the venue will be completely refurbished ahead of the 2022-23 NBA and NHL seasons.
In addition, Caesars will have prominent signage both inside and outside of MSG.
“Caesars Sportsbook is ready for expansion into New York,” Eric Hession, co-president of Caesars Digital, said via press release. “To partner with these legendary New York brands for compelling creative content and branding uniquely positions us to reach the avid sports fans in the region.”
Caesars building an empire?
Caesars hasn’t been shy about building partnerships in the last year, signing football’s famous Manning family as ambassadors just last week, in addition to deals with the NFL and ESPN. It also recently announced partnerships with LSU, the Baltimore Ravens, and the Fiesta Bowl.
You can officially add sports betting to the ever-expanding portfolio of the Manning football family.
Mannings going in with @CaesarsSports.
— Sports Handle (@sports_handle) November 9, 2021
The company, which currently has market access for sports betting in 20 U.S. jurisdictions, was the first to go live in Louisiana on Oct. 31. The launch was Caesars’ second this fall, following a Sept. 9 digital and retail launch in Arizona.