The NFL has ushered in the new year by announcing that Caesars Entertainment will be its inaugural Official Casino Partner in a deal worth a reported $30m (€26m) a year.
Notably, the multi-year sponsorship deal – which will begin with the 2019 NFL play-offs – does not include sports betting or daily fantasy, unlike similar partnerships struck by the NBA, NHL and MLB.
As part of the deal, Caesars will have the exclusive right to use NFL trademarks in the United States and the United Kingdom and will activate at key NFL events including the Super Bowl and NFL Draft.
The 2020 NFL Draft will be primarily held at the Caesars hotel on the Las Vegas strip.
“We couldn’t be more excited to work with one of the world’s largest gaming and entertainment companies,” said Renie Anderson, senior vice-president of NFL partnerships, sponsorship and consumer products.
“Combining the NFL with Caesars’ expertise in world class entertainment will provide our fans unique experiences both here in the United States and abroad.”
Seven NFL clubs have relationships with Caesars: the Falcons, Ravens, Bears, Colts, Saints, Raiders and Eagles.