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Caesars and William Hill jointly sponsor NFL’s Colts


Caesars Entertainment and William Hill have together signed a deal to become an official sports betting partner of the Indianapolis Colts, the first joint team sponsorship between Caesars and the operator it looks set to acquire.

The agreement will see the pair launch a free-to-play game titled Pick 6 Predictor, in which players predict the outcome of six different events for each Colts game. It will offer fans a series of prizes, including a stay at a Caesars property in Las Vegas.

“In the digital age, and particularly this virtual world in which we find ourselves now, finding new ways to engage with our fans, partners and community is one of our top priorities,” Roger VanDerSnick, the Colts’ chief sales & marketing officer, said.

“This partnership with Caesars Entertainment and William Hill will help us better connect with Colts fans everywhere as we navigate this very unique season in 2020 and offer a greater fan experience well into the future.”

Caesars and William Hill are awaiting regulatory approval to roll out the Caesars Sports Book by William Hill betting app in Indiana.

The British operator already runs a retail sportsbook in the state, in partnership with Tropicana Casino Evansville, which was acquired by Eldorado Resorts in 2018 before the operator’s reverse merger with Caesars.

“William Hill Sportsbook entered the Indiana market last year and has seen tremendous success,” Sharon Otterman, chief marketing officer of William Hill, said. “This latest partnership between William Hill, Caesars Entertainment and the Indianapolis Colts brings together three industry leaders that are reshaping the way fans engage with sports during unprecedented times. 

“We’re excited to be revolutionizing the way fans connect with their hometown team in Indianapolis and look forward to all that’s in store for this football season.”

Caesars Entertainment appears set to acquire William Hill after agreeing terms on a bid worth £2.9bn ($3.71bn) for the bookmaker. William Hill shareholders will vote on the deal on 17 November, with  75% of shareholders required to vote in favour of the transaction for it to go ahead.

The William Hill board has unanimously recommended shareholders accept the 272 pence per share bid, choosing it over a rival offer from alternative investments giant Apollo Global Management.

The Colts have already partnered with PointsBet, signing an agreement last month for the operator to use the team’s logos in its marketing and gain access to a variety of sponsorship and brand visibility channels, including the Official Colts Podcast, which is now sponsored by PointsBet.