Caesars Sportsbook and Casino is hitting the road.
In a unique marketing and advertising campaign, Caesars has tricked out a branded 18-wheeler with media production studios and an activation area to sign up new sportsbook and casino customers across the U.S. through early next year. The truck will make its debut at Highmark Stadium in Orchard Park, New York, Sunday and Monday, when the Buffalo Bills play host to the Tennessee Titans in one of two Monday Night Football games next week.
“Providing customers with memorable experiences and treating them like royalty remains a key emphasis for us,” Eric Hession, president of Caesars Digital, said via press release. “The Caesars Sportsbook & Casino Truck Tour is an exciting chapter in our story as we shift our marketing focus to a more localized and targeted approach in our second year. We can’t wait to engage fans on the road, and we’d like to thank our great partners for making this possible.”
Caesars will also open a sportsbook-style club lounge in the northwest corner tower at Highmark Field, where the existing Business Class Club is. Consumers won’t be able to make in-person bets, but will be able to wager on their mobile devices.
Caesars has partnered with CBS Sports, ESPN, and Omaha Productions. The latter entity is owned by Peyton Manning, who, along with other family members, has been Caesars’ voice on responsible gaming. It’s likely that Manning, along with other Omaha Productions members and former ESPN personalities Kenny Mayne and Trey Wingo, will make stops along the tour.
Truck stops will include tailgate events
After Buffalo, the truck will head to Indianapolis and other locations before its last stop at Super Bowl LVII at State Farm Stadium in Glendale, Arizona, on Feb. 12, 2023, when the Grand Canyon State will become the first legal wagering jurisdiction to host a Super Bowl.
The truck will make appearances at other NFL and college games, including the Guaranteed Rate Bowl (Dec. 27), Fiesta Bowl (Dec. 31), and Pro Bowl (Jan. 29). The lone non-football stop will be at the Washington Capitals vs. Boston Bruins NHL matchup on Oct. 12.
The interior of the truck includes 1,000 square feet where consumers can activate accounts. A video wall will allow Caesars to personalize the space for each location. At each stop, Caesars will host tailgate events, complete with local food offerings, and show sporting events from around the country on the truck. Retired athletes and other celebrities “within the Caesars Empire” will also make appearances at some stops, according to the company.