Caesars Sportsbook was recently announced one of the nine sportsbooks that received a sports betting license in New York, and now they have some big plans for operation in the state.

Caesars Sportsbook will enter the soon-to-open New York betting market behind a sweeping MSG deal that includes sponsorship of both the Knicks and Rangers.

There will also be an MSG Network series featuring comic JB Smoove, who plays Caesar in the company’s familiar ad campaign.

“When we looked around and said who’s the best partner we could choose, this seemed like a fairly obvious outcome, actually,” said Caesars Digital co-President Eric Hession.