It has been a busy few weeks for Caesars and also sports teams in Arizona. Just a few weeks after the Phoenix Suns partnered with FanDuel and DraftKings partnered with TPC Scottsdale, Caesars struck a deal with the Diamondbacks. They also recently announced they would be taking over William Hill and rebranding it as their own sportsbook. The partnership will be for 10 years, and they will open a retail sportsbook outside Chase Field.
After acquiring William Hill, Caesars plans to revamp their sportsbook app and launch one in Arizona before the NFL season. This has been the goal for most operators who have struck deals in Arizona already. With it being a brand new legalization, everybody is working towards getting regulations settled and operators up and running. From all the news, Arizona is progressing rather quickly. Caesars will launch their app within the state, and the construction of a retail sportsbook will be underway. The state allowed every major sports team or venue a chance to partner with a sportsbook. The Cardinals and Coyotes remain unsigned. Due to the MLB’s rule of not allowing betting within stadiums, Caesars was forced to build outside.
Caesars will build a retail sportsbook just outside of Chase Field. The partnership has been valued at between $60-70 million. The sportsbook will be a two-level sports bar, which will be open year-round. It is also in one of the most popular entrances to the stadium and should catch a rather large draw. Caesars has a great name in the business already and with the U.S. Market booming, the Diamondbacks president and CEO Derrick Hall said, “We went through a thorough process to identify the ideal partner that would bring experience and the strongest of reputations in legalized gaming. Caesars is considered the cream of the crop and aligns with our philosophy when it comes to professionalism, brand presentation, customer treatment, and best in class William Hill’s mobile sportsbook product. Equally important, we went through our strong due diligence to find the industry leader in the education and execution of responsible gaming.”
Caesars Rebranding William Hill
The Caesars name is a popular one in the United States, and they acquired the UK-based William Hill for around $4B. While international rebranding is uncertain, there will be no “William Hill” app in Arizona as Caesars will release their own app under their name. This will also be happening in other legalized states over the upcoming months. Caesars has an excellent rewards system that combines their sports betting and casino. However, Arizona did not legalize online casinos in the most recent bill.
Partnering with the Diamondbacks should be just the first of many partnerships over the next few years. More and more retail partnerships are being approved, and we are also seeing Caesars step up and trying to insert themselves with FanDuel, BetMGM, and DraftKings for the big three that continue to dominate in the legal states. Caesars will be in Arizona from day one once everything is approved.