LSU & Caesars Ink Sports Betting Deal, Second For A Power 5 School

Posted on September 17, 2021 - Last Updated on February 15, 2022

A gambling sponsorship has officially landed in the Southeastern Conference.

A new Caesars-LSU collaboration breaks the ice on that category for the SEC and makes LSU the second “Power 5” institution to contract with a gambling company for promotional purposes.

This also represents another power move for Caesars Sportsbook Louisiana, which has already been busy snagging up a lot of prime real estate ahead of the eventual launch of legal sports betting in Louisiana. When that launch comes, Caesars seems primed to expect to be the market leader.

Details of the new Caesars-LSU partnership

In a release, LSU Athletic Director Scott Woodward pointed to how the relationship can deliver more entertainment value for fans. LSU joins Colorado, which has a similar partnership with PointsBet Sportsbook. Right now, those are the only two Power 5 institutions that count gambling companies as sponsors.

“LSU has always taken pride in providing fans with unique, innovative, and world-class experiences and our new partnership with Caesars Entertainment will do just that,” Woodward commented. “We share a clear vision of how athletics and entertainment can come together to enhance the fan experience, and we are excited to join with Caesars to make that vision a reality.”

The release does not disclose financial terms, only calling the deal a “multi-year” partnership. It does, however, give a breakdown of how Tigers fans can expect to see Caesars integrated into their experiences going forward. To start with, fans will see signage bearing Caesars’ logo at Tigers Stadium this Saturday against Central Michigan.

Other elements of the deal include:

  • Broadcast and digital sponsorship rights for LSU sporting events
  • Exclusive presentations on the LSU app
  • Marketing assets like the use of LSU trademarks
  • Naming rights for the new Caesars Sportsbook Skyline Club at Tiger Stadium
  • Signage at Alex Box Stadium and the Pete Maravich Assembly Center
  • VIP hospitality for Caesars Rewards members at sporting events

In accordance with Louisiana law, visitors to the Skyline Club at Tiger Stadium should not expect to see betting kiosks or windows when LA sports betting goes live. Nonetheless, Caesars undoubtedly has high expectations for that time.

Caesars continues to conquer Louisiana

This is just the latest step in Caesars’ plan to conquer sports betting in the state. It’s already in the throngs of renovating Harrah’s New Orleans, the state’s only land-based casino. The same is currently happening in regard to the Isle of Capri riverboat casino.

This move also comes on the heels of a new Caesars partnership with the New Orleans Saints that, among other things, gave Caesars the naming rights to the Superdome. While these elements are no guarantee that Caesars will be the market share leader in LA, it definitely has a strong physical presence that will be difficult for other competitors to rival.

Also, just because there won’t be any betting kiosks or windows at Tiger Stadium doesn’t mean Caesars won’t be pushing its sportsbook at the venue. Caesars could use geolocation technology to detect when app users are at the stadium. The app could then offer special bonuses or markets in those cases.

When Caesars could start those initiatives remains a mystery. Regulators in Louisiana have approved a set of emergency provisions for retail sports betting. Work continues on the same for online wagering. There is currently no official timeline for that.

The most optimistic appraisals have brick-and-mortar sportsbooks opening later this year. Online apps could launch early next year. When that happens, Caesars will already have many avenues to push the product in place.

Photo by Marcio Jose Sanchez / The Associated Press
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Derek Helling

Derek Helling is a lead writer for PlayUSA and the manager of BetHer. He is a 2013 graduate of the University of Iowa and covers the intersections of sports with business and the law.

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