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Aristocrat partners Las Vegas Raiders NFL franchise


Gaming group Aristocrat Technologies has become an official partner of the NFL’s Las Vegas Raiders and its Allegiant Stadium, the new 65,000-capacity arena in Nevada.

The US-facing gaming machine supplier and digital content provider will have prominent signage throughout Allegiant Stadium year-round, including in-stadium and in-game branding and naming rights to the Owners East Club.

As well as the addition of the Aristocrat Club, which features a premium bar and luxury lounge, it has been suggested the partnership could lead to Raiders-branded slot machines.

Additionally, Aristocrat – part of Sydney-listed Aristocrat Leisure – will serve as the presenting sponsor of the Raiders 50/50 Raffle.

“We are thrilled to welcome the Raiders to Las Vegas and to score an exclusive casino gaming supplier partnership with the team,” said Hector Fernandez, president of Aristocrat Americas.

“Las Vegas is the entertainment capital of the world, and as an exclusive partner to one of the most iconic teams in the NFL, we look forward to providing playful experiences for Raiders fans.”

Aristocrat’s partnership category includes land-based gaming machines and certain digital social casino games. The group already has a suite at the T-Mobile Arena, the home of the NHL’s Vegas Golden Knights.

“The Raiders are excited to welcome Aristocrat Technologies as our newest partner,” said Raiders President Marc Badain. “Aristocrat is a great match as evidenced by their innovative technology and commitment to team up with the Raiders in giving back to the community.”

In April, Aristocrat Leisure furloughed 1,000 employees and permanently laid off another 200 to mitigate the impact of the novel coronavirus (Covid-19) crisis. The group, which relies on land-based sales for 60% of its revenue, said it would focus on digital growth.

Aristocrat Leisure reported a 22.7% year-on-year increase in revenue for the 12 months to 30 September 2019, to AUD$4.40bn (£2.32bn/€2.71bn/US$3.00bn).

The supplier saw growth in its land-based gaming supply business and an M&A-driven boost to its digital division push it to a new full-year revenue record, which was up 14.8% on a constant currency basis.

The Americas division was the largest single source of revenue, accounting for $1.95bn of the total, a 23.3% improvement on the prior year.

Digital, meanwhile, saw revenue climb 33.6% to $1.79bn, with the division benefitting from full-year contributions from Plarium and Big Fish Games, acquired in October 2017 and January 2018 respectively.

The Raiders have signed up a number of gaming businesses as partners since moving to Las Vegas from Oakland in January this year. MGM Resorts has been named the team’s official gaming partner, while its BetMGM joint venture with GVC Holdings became its first sports betting partner last month.

The Allegiant Stadium, meanwhile, signed up California’s San Manuel Band of Mission Indians as a founding partner in October 2019.