Caesars Sportsbook have begun their entry into the soon-to-open New York market by agreeing a sponsorship deal with Madison Square Garden.
This means Caesars, who were one of nine sportsbooks that were recently granted licenses to begin operating in New York once the market opens, will now have significant advertising space in one of the world’s most famous arenas.
The sponsorship deal is a sweeping one that includes the New York Knicks, New York Rangers, MSG Networks and Madison Square Garden itself. It also includes the commissioning of an MSG Network series featuring comic JB Smoove, who plays Caesar in the company’s familiar well-known advertising campaign in America.
It will be a relaunch of the Four Courses with JB Smoove show, during which the title host interviews celebrities and professional athletes. This edition of the series looks set to reflect the addition of Caesars presence.
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The agreement will allow Caesars to advertise directly to customers through MSG’s various platforms including social media, television broadcasts and, of course, to those present inside the arena for sporting events and shows.
It is the second deal of this nature that MSG has completed since it was announced that nine sportsbooks would be licensed to operate in the state when the market opened, which they hope will be in time for the Super Bowl in February. BetMGM also signed a “multi-year marketing partnership” with MSG last week.
It continues what has been an aggressive few months for Caesars, who acquired William Hill for £2.9 billion earlier this year and relaunched their retail locations and mobile app back in August. They are now well positioned to attack the New York market once it opens next year.
“When we looked around and said who’s the best partner we could choose, this seemed like a fairly obvious outcome, actually,” said Caesars Digital co-President Eric Hession.
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“When you looked at the assets that they have … you end up with a really great package that can all be used in different ways. And it’s in the most populous city in the most populous state where we can have sports betting.”
“We are privileged in that our home base sits atop the largest commuter hub in North America in Penn Station and that New York state is projected to be the largest gaming market in the country,” said MSG Entertainment Exec VP/Marketing Partnerships Ron Skotarczak.
“It starts with, we’re privileged. But we also understand our portfolio and the value we can deliver.”