Caesars’ Foray Into Louisiana Includes Harrah’s New Orleans Rebrand

Posted on July 31, 2021 - Last Updated on January 26, 2022

New Orleans Saints fans soon won’t be able to attend games without seeing the Caesars logo and name.

That isn’t the only way that Louisiana residents and visitors will become familiar with Caesars, though. Caesars New Orleans could actually make the brand accessible to more people.

The future rebrand of Harrah’s New Orleans will make the casino a revamped part of the French Quarter. It should also signal the entry of the sports betting product into Orleans Parish.

Details of Caesars New Orleans

Caesars Entertainment plans to rebrand Harrah’s New Orleans, with the re-opening under the name of Caesars New Orleans set for sometime in 2024. The only land-based casino in Louisiana will soon feature:

  • A new 340-room hotel tower above the existing valet porte cochère
  • Development of the currently vacant second floor
  • Exterior and interior design enhancements
  • Hospitality and dining additions

“We are excited to introduce Caesars New Orleans to the city,” said Caesars Entertainment CEO Tom Reeg. “As the only land-based gaming operator in the city, we take great pride in our 20-year history in New Orleans, and this reinvestment is a testament to our continued commitment.”

New Orleans Mayor LaToya Cantrell commented, “we will continue to move this city forward and fuel our economic recovery, moving important projects that put people to work and entertain residents and visitors alike.

“We are excited that this expansion will mean hundreds of construction jobs during the project and hundreds more in sustainable and new jobs post-construction. The addition of Caesars New Orleans will strengthen our city’s position as the top cultural and entertainment destination city in the nation.”

When the renovations are complete, this will represent the second major landmark bearing Caesars’ name in New Orleans. The gambling company just closed a naming rights deal for the Superdome. That could play into Caesars’ plans for the future.

Could Caesars Sportsbook be on the way to Louisiana?

Officially, Caesars has no comment in regards to Louisiana sports betting. However, there’s writing on the wall here. The rebrand of the casino nearly coincides with Caesars’ acquisition of William Hill Sportsbook. Caesars plans to rebrand William Hill with its name just like the casino.

As state law allows for retail wagering at the casino, it’s almost a foregone conclusion that the sportsbook will bear the same name as the rest of the property. If that truly proves the case, that would mean Louisianans in appropriate parishes would have access to the online sportsbook as well.

That might not be the only place New Orleanians see the Caesars Sportsbook branding emblazoned on a physical structure either. Because of the connection to the Saints, there is another possibility.

Louisiana law does not allow for sports teams like the Saints to apply for sports betting licenses. That doesn’t mean they can’t form partnerships with Louisiana sportsbooks, though. Caesars seems to have an inside track on that now.

That relationship could take several forms. One possibility is the buildout of a Caesars-branded “betting lounge” somewhere in the stadium. Other NFL teams, like the Denver Broncos, have made these kinds of deals. These betting lounges have many of the aesthetics of brick-and-mortar sportsbooks.

They don’t include betting kiosks or windows, though. Instead, bettors place all their wagers on their phones. While that’s still in the realm of mere possibility for now, the revamp of the casino is an inevitability. If successful, Caesars Louisiana Sportsbook could become a market leader.

Photo by AP / Seth Wenig
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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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