Fiesta Bowl, Caesars agree on 1st bowl game betting partnership
Aug 23, 2021, 9:37 AM
(Courtesy: Fiesta Bowl)
The Fiesta Bowl and Caesars Entertainment on Monday announced an alliance that they said is the first sports betting and fantasy gaming partnership centered around a college football bowl game.
The multi-year partnership will include Caesars hosting fan lounges at the Fiesta Bowl and Guaranteed Rate Bowl.
Caesars will be the sponsor of the Fiesta Bowl’s pregame parties as well.
“There was significant interest in the marketplace to partner with the Fiesta Bowl; where Caesars stood out was with its similar community mindset and a creativity toward setting a new standard,” Fiesta Bowl chief marketing officer Jose Moreno said in a release.
“We are teaming with an industry leader who is dedicated to working with us to elevate our offerings for college football and all sports fans across Arizona.”
This season, the Fiesta Bowl will host at-large teams at State Farm Stadium, home of the NFL’s Arizona Cardinals, on Jan. 1, 2022.
A Big 12-Big Ten matchup for the Guaranteed Rate Bowl will kick off on Dec. 28 at the home of MLB’s Arizona Diamondbacks, Chase Field in downtown Phoenix.
The state of Arizona on April 15 announced it would legalize sports gambling. Since, a wave of betting services have come to agreements with pro sports entities before sports betting in the state goes live on Sept. 9.
The Fiesta Bowl is not the first sports organization to team with Caesars. The Diamondbacks partnered with Caesars to open a sportsbook just outside of Chase Field in May.
Earlier, DraftKings announced that it would partner with the PGA Tour to open a sportsbook at TPC Scottsdale, the home of the Waste Management Phoenix Open.
FanDuel will have a year-round retail sportsbook at Footprint Center, home of the Phoenix Suns, and the WNBA’s Phoenix Mercury and Bally’s Corporation announced a 15-year partnership as well. The latter was the first gaming access contract with a professional women’s sports team, according to a press release.
Most recently, on Aug. 9, the Cardinals announced a partnership with BetMGM with plans to offer a sports gambling experience inside State Farm Stadium.