Caesars Signs On As Fiesta Bowl Sponsor Ahead Of Arizona Sports Betting Launch

Written By Derek Helling on August 23, 2021 - Last Updated on December 6, 2021
Caesars Fiesta Bowl Sports Betting Events

As Caesars Sportsbook waits to find out whether the Arizona Department of Gaming will approve its sports betting license application, the entertainment empire isn’t dawdling in terms of making moves to market itself in the Grand Canyon State.

A new partnership between Caesars Entertainment and the Fiesta Bowl Organization will put the Caesars brand front and center for many college football fans.

The sponsorship announcement centers on in-person experiences in Arizona, specifically surrounding the PlayStation Fiesta Bowl.

Details of the Caesars-Fiesta Bowl partnership

According to a press release, Caesars will host new fan lounges at State Farm Stadium during the Fiesta Bowl and at Chase Field during the Guaranteed Rate Bowl. Additionally, Caesars will join PlayStation as title sponsors of Fiesta Bowl pregame parties.

Caesars also joins the fray of presenting sponsors of the annual Arizona Bank & Trust Fiesta Bowl Kickoff Luncheons. The release isn’t as detailed when it comes to digital components of the relationship.

The release simply mentions fantasy gaming, sports betting and Caesars “bringing its state-of-the-art platform to college football fans.” The vagueness might not be ideal for those fans right now, but it’s understandable given the current legal situation.

This marriage is the second such instance between an Arizona-based bowl game and a sponsor with sports betting ties. Last month, Barstool Sports obtained naming rights to the Arizona Bowl.

Caesars, Diamondbacks lying in wait right now

Until Friday, all bets are off as far as to who will offer sports betting in Arizona. The ADG should announce how it allocated 20 available licenses for sports betting on Aug. 27. Caesars Arizona, in partnership with the Arizona Diamondbacks, is an applicant.

Caesars can’t really announce any marketing initiatives connected to its product in AZ until Aug. 28.

Where applicable, Caesars could also offer special markets and promos in its sports betting app. That could also be limited in Arizona as compared to other jurisdictions. State law prohibits prop bets on the performances of individual college athletes as well as all in-game wagers on college sports.

Caesars could still offer boosted odds on moneyline, spread and/or total pre-game markets, though. Again, that’s provided regulators approve Caesars’ application. If that’s the case, Caesars may not be the only sportsbook offering special deals for the Fiesta Bowl.

Caesars invading BetMGM territory?

Earlier this month, the Arizona Cardinals announced a partnership of their own, clearing the way for a BetMGM Arizona sportsbook. Provided regulators acquiesce, that could at some point include a retail sportsbook at State Farm Stadium.

There’s no timeline for when that brick-and-mortar BetMGM book will open. The parties have not yet announced a location on the stadium grounds, either. So, it’s possible that for future Fiesta Bowl games, fans could see a Caesars fan lounge on the same premises as a BetMGM sportsbook.

As state law does not allow AZ betting apps to geofence the area around their retail locations to give themselves online exclusivity, it’s quite possible that both operators will have promos live in their apps for the game each year.

If that competition produces some lucrative offers, Arizona bettors will be the winners at the Fiesta Bowl, no matter the score of the game.

Photo by AP / Ross D. Franklin
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Derek Helling

Derek Helling is a lead writer for PlayUSA and the manager of BetHer. He is a 2013 graduate of the University of Iowa and covers the intersections of sports with business and the law.

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