Fiesta Bowl and Caesars Strike Partnership

The Fiesta Bowl Organization and Caesars Entertainment have joined forces in a deal that was announced to the public on Monday. These are two very big companies in their own right, but this new partnership will play a big role in the soon-to-launch Arizona sports betting industry.

The state of Arizona plans to launch legal sports betting on September 9, and it has allowed professional sports teams or venues to apply for a sports betting license. The Fiesta Bowl is one of the most famous college football bowl games, and it will get into the industry through this deal.

The Fiesta Bowl Organization also offers the Guaranteed Rate Bowl as well, and that game is played at Chase Field every year. In this announcement, it was revealed that Caesars Entertainment would be opening up a fan lounge that will serve as a hub for sports betting.

Caesars had previously announced a partnership with the Arizona Diamondbacks, which also call Chase Field home. This will allow Caesars Sportsbook to offer retail sports betting throughout the year at Chase Field after the Arizona Department of Gaming approves the license.

Not only will Caesars be able to offer retail sports betting through this deal, but it will also be the title sponsor for the pregame parties. There is a kickoff luncheon that takes place prior to the Fiesta Bowl every year as well, and that will also be sponsored by the sports betting company.

The Chief Development Officer of Caesars, Dan Shapiro stated:

“When this opportunity presented itself to be a part of the Fiesta Bowl and Guaranteed Rate Bowl, we really jumped on it.”

Professional leagues were the first to embrace legal sports betting, but that has now trickled down into college sports as well.

Arizona Will Be Crowded

The state of Arizona will allow up to 20 different online sports betting licenses, and that is going to create a crowded but competitive market. 10 of these 20 licenses will go to Native American tribes, while the other 10 will be reserved for teams and sports venues.

Partnering with a professional sports team has been one of the best ways for sports betting operators to break into the state, and that was the first step that was taken by Caesars. Most of these operators will be ready to launch on September 9, and it should allow Arizona to get off to a fast start.

Caesars Beginning Rebrand of William Hill

Caesars made a deal to acquire William Hill earlier this year in a move that will shake up the sports betting industry. William Hill is a much bigger name in the UK sports betting industry, but the company was in several markets throughout the United States.

It was announced in that deal that Caesars would be rebranding all of the William Hill Sportsbooks in the United States, and that process has already started. There are still a few states left to see this change, but that will be coming.