Caesars inks multi-year partnership with Michigan State University Athletics
US sportsbook operator agrees wide-ranging deal with college sports organisation
Caesars Entertainment has agreed a wide-ranging multi-year partnership to become the official and exclusive sports betting and igaming partner of Michigan State University (MSU) Athletics.
Marketing assets within the deal include TV-visible signage across basketball, football and hockey, as well as a naming entitlement for a new premium seating area inside Spartan Stadium set to debut during the 2022 football season.
Also included in the deal are naming rights for an outdoor tailgating area, and access to unique alumni and fan engagement opportunities surrounding varsity sports seasons currently underway.
MSU-led fan engagement opportunities will be included within the Caesars Rewards loyalty program.
In addition, Caesars Sportsbook will provide annual funds to support student-athlete responsible gaming education, student scholarships, as well as internship and professional development opportunities for MSU students pursuing a career in the sports industry.
This RG element forms part of the wider work undertaken with the Michigan Association on Problem Gambling (MAPG) as well as Wolverine State regulators to drive awareness of RG related tools.
This partnership was facilitated by MSU’s third-party multi-media rights holder, Playfly Sports.
Caesars Digital co-president Eric Hession welcomed the deal, citing MSU’s “proud tradition of excellence” and the opportunities which might arise through partnering with the college athletics organisation.
“The Spartan fan base and alumni network is passionate and well-established across the country,” Hession said.
“We look forward to building upon our connection with them while strengthening the legacy we hold in the state of Michigan and advancing scholarship opportunities through this partnership,” he added.