Sponsorship agreement brings together Caesars, William Hill and Indianapolis Colts Howard Stutz, CDC Gaming Reports · October 26, 2020 at 4:10 pm Caesars Entertainment and William Hill US said Monday the companies signed a joint sponsorship deal with the National Football League’s Indianapolis Colts that includes an online fan engagement game. The deal is the first announced since Caesars agreed to acquire William Hill’s United Kingdom-based parent earlier this month for $3.7 billion. William Hill operates Caesars sports betting efforts companywide in states where the activity is legal. The agreement with the Colts also marks the first joint venture partnership between Caesars and William Hill. Pending regulatory approval, the Caesars Indiana mobile sports betting app, “Caesars Sports Book by William Hill,” will integrate into the Colts’ media and marketing efforts, allowing for exclusive offers and promotions directly to fans. Caesars currently operates five casinos in Indiana, but state gaming regulators are requiring the company to sell to see three of the properties following the completion in July of the company’s $17.3 billion merger with Eldorado Resorts. Chris Holdren, Caesars co-president of sports and online gaming noted the company’s Indian presence. “This expanded partnership with William Hill and our long relationship with the Indianapolis Colts deepens our strong ties within the community,” Holdren said in a statement. “Combined, both will provide an exciting entertainment experience on gamedays and beyond.” Through the Caesars Reward program, the casino company will sponsor a free-to-play “Pick 6 Predictor” game on the Colts Mobile App. The Pick 6 Predictor generates a series of questions, that fans predict the outcome of, before the upcoming games. Correct picks are rewarded with weekly prizes, and all participants are entered into a chance to win a trip to Las Vegas to stay at a Caesars Entertainment property. Colts Chief Sales & Marketing Officer Roger VanDerSnick said the agreement with Caesars and William Hill offers the team another way to connect with its fanbase. “In the digital age, and particularly this virtual world in which we find ourselves now, finding new ways to engage with our fans, partners and community is one of our top priorities,” he said. As part of the sponsorship agreement, Caesars and William Hill US will become the team’s official sports betting partner. Since sports betting launched nationwide following the May 2018 Supreme Court ruling, dozens of partnership agreements have been signed between professional sports franchises and companies in the casino and sports betting industries. William Hill has been active in Indiana’s sports betting market since last year. “We’re excited to be revolutionizing the way fans connect with their hometown team in Indianapolis and look forward to all that’s in store for this football season,” said William Hill Chief Marketing Officer Sharon Otterman. Howard Stutz is the executive editor of CDC Gaming Reports. He can be reached at firstname.lastname@example.org. Follow @howardstutz on Twitter.