As part of a five-year deal, Harrah’s Cherokee Casino has been announced as an official sponsor of the Carolina Panthers NFL team.
The sponsorship deal will include Harrah’s Cherokee branding and logos shown by rotation of pre-game, in-game and post-game, including live TV and radio. In-stadium, the organisation has naming rights to Panther’s Champions Village that will be known as the Cherokee Champions Village of Harrah. The casino will also fund the post-game show in the 5th quarter.
Talking to the Cherokee One Feather, Brian Saunooke, Regional Vice President of Marketing for Harrah’s Cherokee, clarified that an introduction to the Panthers was made through Caesar’s corporate support to maximise brand awareness on the Charlotte market.
He also disclosed in the article that the formalisation of the NFL contract was a lengthy process, saying: “Because the NFL is a brand that has worked so hard to build their brand, they’re also protective of their brand. And sponsorship agreements such as that, they tend to be a lot more detailed and lengthy contracts.”
Saunooke also said the sponsorship was a major move for Harrah’s and noted that there are opportunities to expand the deal to make it a long-term relationship. “We hope that it will be,” he told the Cherokee One Feather. “This is a five-year agreement, and I see no reason why it couldn’t develop into a longer-term relationship.”