Louisiana State University is the first school in the Southeastern Conference to enter a marketing partnership with a gambling company. Last week, LSU Athletics and Caesars Sportsbook announced they have entered into a multi-year sponsorship agreement, making Caesars the exclusive gaming and sportsbook partner of the LSU athletics department.
The deal is valued in the “multiple millions” of dollars, the Associated Press reported.
The University of Colorado and PointsBet announced a similar partnership last year.
Tiger Stadium Branding
Under the deal, Caesars Sportsbook receives exclusive naming rights for the new Caesars Sportsbook Skyline Club at Tiger Stadium and signage throughout the stadium that could already be seen Saturday as LSU took on Central Michigan.
The partnership is not just limited to Tiger football. Broadcast and digital sponsorship rights, as well as Caesars Sportsbook branding throughout all of LSU’s 21 men’s and women’s sports programs, are included in the agreement.
There will also be opportunities for Caesars Sportsbook customers to attend LSU athletic events and be treated to VIP hospitality through membership with the company’s loyalty program, Caesars Rewards.
Like at Tiger Stadium, Caesars gets signage at the Pete Maravich Assembly Center and Alex Box Stadium. LSU’s mobile sports app will also feature Caesars branding.
As of now, there are no plans to place an actual sportsbook in Tiger Stadium or other LSU athletic venues, per the AP report.
For The Students
As part of its financial commitment to LSU, Caesars will create an annual scholarship fund to help support Louisiana-resident students at the university. The fund will benefit students pursuing majors in sports administration, commerce, and leadership. As a result, Caesars hopes to help pave the way for future Tigers in the industry.
The landscape of college athletics is changing. College athletes can now profit from their name, image, and likeness (NIL) without jeopardizing their eligibility.
Several LSU student-athletes have already jumped on the opportunity to profit from NIL. However, it remains unclear whether student-athletes older than 21 will be able to participate in Caesars’ advertising campaigns tied to the company’s LSU sponsorship, the AP noted.
Caesars Sportsbook In Louisiana
Caesars Entertainment completed its $3.7 billion acquisition of U.K.-based bookmaker William Hill in April 2021. Later in August, it rebranded as “Caesars Sportsbook” for the merged companies’ mobile sports betting platforms.
The company figures to have a major presence on Louisiana’s sports betting landscape. Caesars has been expanding its business operations in the state, and there are big plans moving forward. “Large-scale” renovations are in the works to transform Harrah’s New Orleans to Caesars New Orleans. In addition, Isle of Capri Casino in Lake Charles will soon be Horseshoe Lake Charles.
The Caesars Sportsbook mobile app will be live in Louisiana pending regulatory approval.
Earlier this summer, Caesars inked a 20-year naming rights deal with the Superdome. The deal expands the partnership between the New Orleans Saints and Caesars with the aim of bringing more big sporting events and entertainment acts to New Orleans.
Team owner Gayle Benson said, via nola.com, the deal sends out a “strong message…that companies with the global reach of Caesars Entertainment are investing in our city, state and region.”
This partnership between LSU Athletics and Caesars Sportsbook is the latest sign of things to come for Louisiana sports bettors as the state gears up for launch. Be sure to check back here at Louisiana Sharp for the latest updates regarding the rollout of sports betting in the state.