Gaming company Caesars Entertainment has entered into a partnership with the Arizona Diamondbacks to build a sportsbook and bar concept on the plaza adjacent to the Major League Baseball team’s home stadium, Chase Field.
The agreement will also see Caesars launch mobile sports betting in the state of Arizona. Caesars will be granted exclusive sponsorship in sports betting and daily fantasy sports for the D-backs. According to the Sports Business Journal website, the deal will run for 10 years and is worth around $60m (£43m/€50m) to $70m.
The deal has been signed following recent legislation in Arizona that authorised legal sports betting. The sportsbook, sports bar and broadcast studio will be situated at the location formerly known as Game 7 Grill on the plaza at Chase Field.
Caesars Entertainment will be integrated into the D-backs’ marketing efforts and will receive access to signage and digital assets. Caesars has also finalised a multi-year agreement with MLB to become an authorised gaming operator of the competition.
D-backs president and chief executive Derrick Hall said: “We went through a thorough process to identify the ideal partner that would bring experience and the strongest of reputations in legalised gaming.
“Caesars is considered the cream of the crop and aligns with our philosophy when it comes to professionalism, brand presentation, and customer treatment and brings its best-in-class William Hill mobile sportsbook product and retail sports betting expertise. Equally important, we went through our strong due diligence to find the industry leader in the education and execution of responsible gaming.”
Tom Reeg, chief executive of Caesars Entertainment, added: “We have long enjoyed successful gaming operations in Arizona and are delighted to expand into sports betting alongside the Arizona Diamondbacks. Together, we have the opportunity to create new ways for baseball fans to engage with the game both in-person near the ballpark and online anywhere in Arizona. Our ability to tie those into our Caesars Rewards network will create an unbeatable experience for any sports fan.”
Caesars’ sportsbook app will be downloadable once sports betting becomes available in Arizona. Fans will be able to earn credits and tier status to unlock experiences through the Caesars Rewards loyalty programme. Credits can be redeemed on hospitality, entertainment, food and beverages, and gaming experiences, including access to VIP experiences with the D-backs at Chase Field.
It was reported in March that Caesars Entertainment was poised to acquire naming rights to the Mercedes-Benz Superdome, home of the NFL’s New Orleans Saints, in a deal that would be worth $200m over 20 years. The company recently agreed an expanded partnership with the NFL.
Caesars’ deal with the D-backs has been signed after Arizona Governor Doug Ducey last week approved a law that will allow the team to propose the creation of a theme park district around the Chase Field complex.
The bill will enable the team to place up to a 9% tax on tickets, merchandise and concessions sold at Chase Field. The money generated from the tax would finance any improvement work the D-backs have planned for Chase Field.
The long-term future of the D-backs at Chase Field has previously been up for debate but the team last year signalled its intention to focus on the redevelopment of the stadium rather than attempting to relocate to a new home.
Meanwhile, the D-backs have partnered with Fry’s Food Stores to offer a free COVID-19 vaccination clinic at Chase Field, starting from today (Thursday) and running until Sunday. The team has offered appointments to season ticket holders and spots are open to the public.