Caesars Sportsbook signs partnership with Michigan State University

January 14, 2022

Michigan State University Athletics and Caesars Entertainment announced a multi-year sports betting partnership on Thursday.

Brokered by media rights company Playfly Sports, the collaboration includes a new premium seating Caesars space, TV-visible signage at MSU football, basketball, and hockey games, and an outside tailgating area at Spartan Stadium. The new seating space and tailgate area are expected to launch during the 2022 football season.

Spartan alumni and fans are to be treated to unique engagement opportunities surrounding varsity sports seasons currently underway. Soon, special emperor-worthy promotional offers on mobile sports betting, iGaming, and The World Series of Poker (WSOP®) product offerings will also be available to be enjoyed.

"The opportunity to partner with Caesars, a leading force in the sports and entertainment industry, will help enhance game-day experiences for Spartan fans and provide significant resources to support the growing needs of each of our varsity programs," Alan Haller, Michigan State vice president and director of athletics, said in a news release.

"The Spartan fan base and alumni network is passionate and well-established across the country," said Eric Hession, co-president of Caesars Digital.

Lucrative deal

Although the financial terms of the deal were not disclosed, we can predict the average number as similar partnerships between sports betting companies and Division I FBS universities have been valued at approximately $1 million.

As an official and exclusive sports betting and iGaming partner of Michigan State, Caesars Sportsbook also has the right to infuse its content into the broadcast and digital platforms throughout Michigan State athletics.

"We are excited to be on the cutting edge of this innovative opportunity while recognizing the importance of Caesars' commitment to responsible sports gaming education both for the student-athletes and the university community as a whole," Haller said.

The announcement release also revealed that Caesars will provide "annual funds to student-athlete responsible-gaming education programs, scholarships and opportunities for internships and professional development for students pursuing careers in the sports industry" in return.

"We look forward to building upon our connection with them while strengthening the legacy we hold in the state of Michigan and advancing scholarship opportunities through this partnership," added Hession.

With Michigan joining the list, Caesars Sportsbook is now currently live in 21 states and jurisdictions, including its mobile wagering apps.

The number of partnerships between NCAA schools and bookmaking companies is indeed seeing an increase these days.

William Hill Limited signed similar deals in September 2020 with the University of Nevada Las Vegas (UNLV) and Nevada Reno prior to its acquisition by Caesars in April last year. Meanwhile, sportsbook PointsBet joined hands with Maryland and Colorado.

It is also to be noted that Caesars has recently established a partnership with LSU as well in September 2021. However, Caesars’ agreement with MSU includes an iGaming component, which is not possible for its deal with LSU due to unavailability in Louisiana.

"The rapidly expanding interest around gaming in the college space has pushed us to create strategic opportunities for our college properties that not only provide impactful game education resources but also significant opportunities to drive new sources of revenue," said Christy Hedgpeth, president of Playfly Sports Properties, to ESPN.

The Philadelphia-based Playfly Sports is an MSU’s third-party multimedia rights holder and acts as a facilitator of the iGaming component for the deal.

“Connecting Caesars’ iconic brand to MSU’s passionate community of students, fans, and alumni is a perfect fit and another example of how partnerships like this are creating tremendous benefits for all parties involved.”

To further ensure responsible gaming resources for all eligible sports bettors in the state and drive awareness of the responsible gaming tools, Caesars Sportsbook is also working with the Michigan Association on Problem Gambling (MAPG), regulators, and the community.

Gus Anderson
Gus Anderson is a gambling wizard. As a kid he dreamt about becoming a Tennis, Hockey and Golf professional but ended up as a gambling professional with focus on both sports & casino.