Now that Caesars has acquired William Hill, sportsbooks throughout the United States will be rebranded to the name Caesars Sports. This will include both online and retail sportsbooks, and this will be an aggressive campaign launched by Caesars.
Caesars acquired the UK-based sports betting operator in April for a price of $4 billion. This was not an easy process to purchase William Hill, but it is one that should lead to massive results for the Caesars Entertainment company.
It was Tom Reeg, Caesars CEO that announced that the rebranding of the sportsbooks is set to begin in the US. Reeg was speaking on an earnings report call and highlighted the fact that these companies combined for close to $150 million in online revenue during the first three months of 2021.
Caesars is looking to spend some additional money to help grow its brand in the US throughout the year, but they are already taking on a large customer base. This new acquisition will also allow Caesars to apply for sports betting licenses in additional states with the hopes of launching both online and retail properties.
Questions About International Sportsbooks
This deal between Caesars and William Hill included both international and US sports betting operations. At the time of the announcement, it was expected that Caesars would be looking to sell off the international part of the company, but that has not yet taken place.
William Hill was hit hard by the COVID-19 pandemic in Europe, and a number of retail sports betting locations were forced to close. This company is still one of the biggest names in the UK sports betting industry, and Caesars acquired plenty of assets in this deal.
This deal had to be approved by the High Court of Justice in the UK before it could become official in the United States as well.
Caesars Rewards Available Soon
Customers that are already signed up at William Hill Sportsbooks throughout the US will soon be enrolled in the famous Caesars Rewards program. Caesars ties both sports betting and its casino offerings into the rewards program, and it is widely considered one of the best in the industry.
These rewards points can be earned by making bets at the sportsbook or making spins at the online casino, where available. Free bets and credits are just some of the available prizes that can be found through the program.
Caesars also offers free stays at hotel properties or trips to destinations around the world.
Plenty of Partnerships
Caesars is still working to become a bigger name in the US sports betting industry, but it had already started taking steps before this deal was announced. Last month, Caesars was able to reach a deal with the National Football League to become one of just three sports betting partners.
Furthering the partnership with the NFL, Caesars has also reached a deal with the New Orleans Saints for naming rights to the stadium. This 20-year deal will see Caesars pay the team $10 million each year, and it is the first time a sports betting company has earned naming rights for an NFL stadium.