Another College Has A Betting Deal As LSU, Caesars Sportsbook Team Up

Posted on September 17, 2021
Written By on September 17, 2021

Caesars Sportsbook is making a deep push into Louisiana sports betting.

Caesars will become the “exclusive gaming and sportsbook partner” of Louisiana State University, according to an announcement Friday.

The Louisiana Gaming Control Board finalized permanent sports betting rules Thursday.

At least eight of the state’s 20 possible licensees have applied for licenses. Sports betting in Louisiana could launch as soon as Oct. 1, according to a USA Today Network interview with LGCB Chairman Ronnie Johns this week.

Caesars LSU sports betting deal

LSU’s third-party rights holder, Playfly Sports, negotiated the deal with alumni and fan engagement in mind.

The gem of the deal is likely the Caesars Sportsbook Skyline Club at Tiger Stadium and signage throughout the stadium. Caesars also gains signage at the Pete Maravich Assembly Center and Alex Box Stadium, as well as a presence on the LSU Sports Mobile App. The partnership also includes visibility across all 21 men’s and women’s varsity sports programs.

Caesars is also creating an annual scholarship fund to support Louisiana students. The company claims it will not market toward students or fans under 21, in line with its “decades-long commitment to responsible gaming.”

What they’re saying

LSU Athletics Director Scott Woodward:

“LSU has always taken pride in providing fans with unique, innovative, and world-class experiences and our new partnership with Caesars Entertainment will do just that. We share a clear vision of how athletics and entertainment can come together to enhance the fan experience, and we are excited to join with Caesars to make that vision a reality.”

Caesars Digital Co-President Chris Holdren:

“LSU Athletics programs have always exemplified excellence, and at Caesars, we couldn’t be happier to partner with such an iconic brand in college athletics. We have a proud legacy in Louisiana, and bringing LSU fans and alumni closer to the sports they love while also offering scholarship opportunities will help us build upon that.”

Playfly Sports CEO Michael Schreiber:

“As a proud partner of LSU Athletics, we are focused on creating innovative partnerships to engage sponsors and unlock meaningful new revenue sources. Given the interest in and access to gaming, we are excited to responsibly bring Caesars Sportsbook and LSU together.”

Caesars’ Louisiana sports betting commitment

Caesars appears to be making a big push for Louisiana sports betting market share.

The company is investing in its Louisiana properties:

  • Harrah’s New Orleans
  • Isle of Capri Lake Charles
  • Horseshoe Lake Charles

The company also secured the naming rights to the Superdome, home of the New Orleans Saints and multiple college football games.

Growing college sports betting presence

Caesars recently partnered with its second sports entity in Arizona: the Fiesta Bowl. The college football bowl game is on top of its market access deal with the Arizona Diamondbacks.

In Colorado, PointsBet shook the college sports partnership world in September 2020 when it aligned with the University of Colorado. This month, Superbook partnered with the University of Denver.

The collegiate sportsbook partnerships are not in line with the thinking of NCAA President Mark Emmert.

“Sports wagering is going to have a dramatic impact on everything we do in college sports,” Emmert said in 2019. “It’s going to threaten the integrity of college sports in many ways unless we are willing to act boldly and strongly.”

Prior to the more recent developments, UNLV and the University of Nevada-Reno have had long-standing relationships with William Hill.

Photo by Matthew Hinton / The Associated Press
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Pat Evans

Pat Evans is a Las Vegas-based reporter covering sports business. Evans previously worked at Front Office Sports and the Grand Rapids Business Journal. He has authored two books: Grand Rapids Beer and Nevada Beer.

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