Caesars Entertainment has struck an agreement with the Fiesta Bowl Organisation, marking the first time a betting and gaming company has signed a deal with a college football Bowl.

Fan engagement with college American football fans will be a core focus of the partnership. The company plans on enhancing the education of responsible gaming and bringing fans ‘closer to the excitement’ of the sport. 

Engagement initiatives will include the establishment of fan lounges within college stadiums for both the PlayStation Fiesta Bowl and Guaranteed Rate Bowl. Caesars will also become the title partner of the pregame parties of both events, and will function as a presenting partner of the annual Arizona Bank & Trust Fiesta Bowl Kickoff Luncheon.

Dan Shapiro, Chief Development Officer of Caesars Digital, said: “We’re thrilled to work with the Fiesta Bowl Organisation on this landmark partnership to bring college football fans closer to the game and build awareness around the importance of responsible gaming practices.

“These fans are unrivalled in their passion, and we look forward to offering Caesars Sportsbook to them this fall. Our offering provides a leading user experience where every wager gives players more through our award-winning Caesars Rewards.”

The state government of Arizona has recently permitted sports betting, and Cesar aims to capitalise on this by expanding its presence in the state via college football, integrating its ‘state-of-the-art platform’ at fixtures.

Furthermore, the firm aims to promote year-round events and gain exposure and educational opportunities for both Caesars and the Arizonan sports wagering and gaming industry in general.

“This is a new frontier in the college football space, and the Fiesta Bowl is again out in front with this fan-focused partnership,” added Jose Moreno, Fiesta Bowl Chief Marketing Officer.

“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. 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.”

The agreement represents a further expansion of Caesars’ engagement with the sports space, with the company having secured the naming rights to Louisiana’s Superdrone stadium as well as partnerships with the National Hockey League (NHL) and DC United of Major League Soccer (MLS).

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