Caesars has secured another key partner in the growing Michigan online gambling market.
Michigan State University Athletics, MSU Sports Properties, and Caesars Entertainment on Thursday announced a multi-year partnership to make Caesars Sportsbook the official and exclusive sports betting partner and iGaming partner of MSU Athletics. Terms of the deal were not disclosed.
Caesars’ sports betting shop seeks to gain exposure through MSU’s sports properties and access to a wide range of hospitality assets and VIP experiences, which will be available to gamblers at Caesars Sportsbook.
Those assets include broadcast and digital content across MSU sports, TV-visible signage across basketball, football and hockey, naming entitlement for a new seating area inside Spartan Stadium set to debut during the 2022 football season, and an outdoor tailgating area.
“Michigan State has a proud tradition of excellence and partnering with an internationally recognized brand in college athletics is a great opportunity for us,” said Eric Hession, co-president of Caesars Digital. “The Spartan fan base and alumni network is passionate and well-established across the country. 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.”
As part of a “significant financial commitment” to MSU, Caesars will provide annual funds to support student-athlete “responsible gaming” education, scholarships, and internships.
“The opportunity to partner with Caesars, a leading force in the sports and entertainment industry, will help enhance gameday experiences for Spartan fans and provide significant resources to support the growing needs of each of our varsity programs,” said Alan Haller, Michigan State Vice President and Director of Athletics.
The partnership was facilitated by MSU’s third-party multi-media rights holder, Playfly Sports.
“The rapidly expanding interest around gaming in the college space has pushed us to create strategic opportunities for our college properties that not only provide impactful gaming education resources but also significant opportunities to drive new sources of revenue,” said Christy Hedgpeth, President of Playfly Sports Properties.