The Chicago White Sox on Thursday named Caesars Sportsbook their official sports betting partner, giving Caesars a path into the third-largest city in the United States.
The deal also makes Caesars Entertainment the official exclusive casino partner of the Major League Baseball team, a new status that can be leveraged throughout the Chicagoland area at Harrah’s Joliet, Grand Victoria Casino in Elgin, and Horseshoe Hammond just over the Illinois state line in Indiana.
“It’s a perfect time for Caesars to align with an iconic franchise like the Chicago White Sox,” said Tom Reeg, CEO of Caesars Entertainment, in a joint statement with the team. “Some of the most passionate sports fans in the country call Illinois home. Caesars can provide White Sox fans and sports fans across the state with the very best in sports experiences through our world-class resorts and the recent relaunch of the Caesars Sportsbook app now available for mobile registration.”
While no plans for a retail sportsbook at Guaranteed Rate Field were mentioned in the press release, the partnership does give Caesars a needed presence in Chicago. DraftKings is in the process of building a retail sportsbook at Wrigley Field through its partnership with the Cubs, and FanDuel is constructing a sports betting lounge at the United Center, home to the Bulls and Blackhawks. PointsBet also has action in the Chicago area as the sportsbook of Hawthorne Race Course in Stickney.
Caesars originally entered the Illinois mobile sports wagering space in September 2020 as William Hill and is tethered to Grand Victoria, located less than an hour west of Chicago. Even with its recent rebrand and national advertising campaign, Caesars has struggled to gain market share in Illinois, totaling just shy of $170 million in mobile handle since launch and surpassing $20 million for a month’s handle only once.
As a point of comparison, both DraftKings and FanDuel accepted more than $200 million in online bets in February alone.
Plenty of ballpark media signage
— Caesars Sportsbook (@CaesarsSports) May 5, 2022
Caesars will have access to the official White Sox logo and marks for advertising purposes, as well as LED signage and both digital and social media assets. Caesars will have a distinct in-stadium presence — it will have fixed signage in right field promoting its gaming destinations and “channel lettering” over the left field video board.
“By teaming up with a globally recognized entertainment leader in Caesars, we are delivering the combined brand reputation and shared commitment to offer our fans an extraordinary sports and entertainment experience,” said Brooks Boyer, White Sox chief revenue and marketing officer. “With energized talent on the field, our partnership with Caesars enhances the excitement for our fans with new experiences and programs.”
Sports bettors will have access to the Caesars Rewards program, and the team will integrate the Caesars brands into merchandising and marketing efforts, including invitation-only events with the team and “once in a lifetime experiences” across Caesars resorts and through its partnerships.
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