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Baltimore Ravens become second NFL franchise to partner with casino

The Baltimore Ravens have made NFL history after becoming the second franchise to partner with a casino brand.

Last week, the Ravens inked a new multi-year deal with the Horseshoe Casino in Baltimore’s southern district. Horseshoe is a casino chain owned by Las Vegas-based Caesar’s Entertainment Corp.

As part of the deal, Horseshoe will gain brand exposure at the Ravens’ newly renovated M&T Bank Stadium, both on video boards and other signage.

Ravens insignia will also feature at the Horseshoe Casino during on-site promotions, and will be visible at a co-branded Ravens casino bar.

The Ravens are now the second NFL franchise to partner with a casino brand, after the Dallas Cowboys signed a new sponsorship deal with WinStar Casino last month.

In this year’s off-season, the NFL relaxed its rules against gambling associations – such as casinos – partnering with clubs.

The move came after a US Supreme Court judgement in May this year, which granted individual states new powers to legalise sports betting.

Experts say the NFL now stands upon on a ‘goldmine’ of potential revenue, and looks set to generate huge windfalls from sports betting this season.

Last month, a Nielsen survey for the American Gaming Association suggested the NFL could raise $2.3bn (€2bn) per year in additional revenue from bets placed on games and from gambling sponsorship deals.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.