Caesars Entertainment has built upon its Horseshoe Baltimore property’s relationship with National Football League franchise the Baltimore Ravens, through a multi-faceted partnership with the operator’s Caesars Sportsbook brand.
The five-agreement sees the Ravens grant Caesars Sportsbook naming rights throughout the club level of its M&T Bank Stadium, and additional exposure via animated displays across the venue’s LED boards.
The brand also becomes title partner of the team’s pre-game show, which broadcasts across its website, mobile app and Facebook page, as well as the sponsor of its Flock Pick 6 predictions game and for all digital content related to the NFL Draft.
“We’re excited to grow our strategic partnership with the Baltimore Ravens by serving as the two-time Super Bowl champions’ official sports betting partner and expanding our role as the team’s only casino partner,” Chris Holdren, co-president of Caesars Digital, said.
“This new agreement clearly establishes Caesars Sportsbook and Horseshoe Baltimore as the team’s most prominent sports betting partner and provides our customers with extraordinary access to Ravens games, signature events at M&T Bank Stadium, Ravens training camp – even the team’s away game trips and the Super Bowl.”
The Horseshoe Baltimore also benefits from the expanded relationship. Ravens’ official casino partner, will be permitted to host an annual event at the M&T Bank Stadium, as well as pre-game events for up to 100 guests. The casino will also serve as title sponsor of the Ravenstown Saturday Night event, which takes place before the team’s home games on Sundays.
“This agreement represents a bold expansion of the winning relationship we already share with Caesars and Horseshoe Baltimore,” Baltimore Ravens chief sales officer Kevin Rochlitz said of the new deal.
“We are constantly exploring ways to create additional opportunities to engage with our fans and introduce our team to new audiences, while supporting the city we call home,” Rochlitz said. “In collaboration with Caesars and Horseshoe Baltimore, we are not only continuing to develop unique fan activations but also transforming the city’s Southern Gateway into a diversified entertainment district unavailable to sports fans in other NFL markets.”
Horseshoe Baltimore senior vice president and general manager Randy Conroy added that the deal would allow Ravens fans to enjoy new, “legendary” experiences synonymous with the brand.
“Our customers bleed Ravens purple, so we’re excited to be able to offer them greater access to the team than ever before.”
The partnership comes as Maryland prepares for legal sports betting, thanks to House Bill 940. Signed into law by Governor Larry Hogan in May, it sets a 15% gross revenue tax for the industry, and a $500,000 license application fee.
This was facilitated by a statewide referendum in November 2020, which saw 66.2% of voters back legal wagering. In preparation for the launch, Caesars has bought out several minority partners that held a stake in Horseshoe Baltimore, upping its stake in the property to 76%, which will see it consolidated into the operator’s financial results.
The Ravens have already signed up a roster of industry partners, including DraftKings and BetMGM, as well as a deal to take marketing tech from data specialist Sportradar. It will also expand into esports, having signed up Esports Entertainment Group as its official tournament provider.