Chicago White Sox Announce Partnership with Caesars Sportsbook

On Thursday, the Chicago White Sox announced that Caesars Sportsbook had become their official sports betting partner in the latest agreement between a sportsbook and team in the third-largest city in the United States. As the exclusive casino partner of the Major League Baseball (MLB) team, Caesars will have unique access to White Sox properties for advertising purposes.

Caesars Catching up with Competitiors

Chicago has been a big focal point of the growing sports betting industry as other sportsbooks have pursued partnerships with local teams. DraftKings is currently building a sportsbook at Wrigley Field through its partnership with the Cubs; FanDuel is constructing a sports betting lounge at United Center in partnership with the Bulls and Blackhawks; PointsBet has a sportsbook at the Hawthorne Race Course in Stickney.

Stadium Signage on Deck

As part of the partnership, both Caesars Entertainment and Sportsbook will receive access to White Sox logos and marks, rotational LED signage, and digital and social media assets. All of those elements will boost their advertising efforts in an increasingly competitive Illinois sports betting market. Guaranteed Rate Field has seen some new additions, including TV-visible signage on the right-field board and channel lettering on the left-field video board.

In addition, the partnership will include various activation opportunities between the two brands. The Caesars Rewards program will include exclusive White Sox experiences such as VIP tickets and more. Caesars Sportsbook will also offer unique opportunities for White Sox fans through their mobile application.

Caesars Logo Icon 100x100

Caesars Struggling to Gain Foothold in Illinois

The Illinois market has not been as kind to Caesars, and the company is undoubtedly hoping it can leverage this new partnership to gain market share. Caesars has totaled just under $170 million in mobile handle since launching in September 2020 and has surpassed $20 million in handle for a whole month just once.

For comparison, DraftKings and FanDuel both surpassed $200 million in online handle in February alone. Through the first two months of 2022, Caesars posted a total online handle of just $31.4 million. They became the first mobile operator in state history to post losses in back-to-back months, with January and February resulting in payouts of just under $33 million.

Caesars already has a significant presence in Illinois and neighboring Indiana with ownership of casinos Harrah’s Joliet, Harrah’s Metropolis, Horseshoe Hammond, and Grand Victoria Casino Elgin. Caesars is an authorized gambling partner of the MLB and recently announced a similar partnership with the New York Mets in April 2022.

Quotes Show Excitement from Both Sides

“It’s a perfect time for Caesars to align with an iconic franchise like the Chicago White Sox,” said Tom Reeg, CEO of Caesars Entertainment. “Some of the most passionate sports fans in the country call Illinois home. Caesars can provide White Sox fans and sports fans across the state with the very best in sports experiences through our world-class resorts and the recent relaunch of the Caesars Sportsbook app now available for mobile registration.”

Chicago White Sox Chief Revenue and Marketing Officer Brooks Boyer added: “By teaming up with a globally recognized entertainment leader in Caesars, we are delivering the combined brand reputation and shared commitment to offer our fans an extraordinary sports and entertainment experience. With energized talent on the field, our partnership with Caesars enhances the excitement for our fans with new experiences and programs.”

I've been writing about sports for Lineups since the beginning of 2020 and on my own website since 2018. In May 2021, I graduated from the University of Michigan with a degree in sport management. As the United States embarks on an exciting journey towards the legalization of sports betting, I'm thrilled to have the opportunity to cover industry news, NFL and NBA odds, and more.

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