Louisiana State University ‘game’ for gaming



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Louisiana State University naming right deal Image: SSR

The Louisiana State University (LSU) (US) and Caesars Sportsbook announced recently that they have entered into a multiyear sponsorship agreement that will make LSU the first school in the Southeastern Conference to form a financial partnership with a gambling company.

The ‘UPI’ stated that according to a statement from the university, the exclusive partnership is a “seven-figure deal”. The school didn’t disclose specifics of the pact.

The Louisiana State University is a public land-grant research university in Baton Rouge, Louisiana (US). The university was founded in 1853 in what is now known as Pineville, Louisiana, under the name Louisiana State Seminary of Learning and Military Academy.

The Southeastern Conference is an American college athletic conference whose member-institutions are located primarily in the South Central and Southeastern United States.

The ‘UPI’ further stated that the landmark agreement, which was facilitated by LSU’s third-party multimedia rights holder, Playfly Sports, focuses on “unique fan engagement opportunities while expanding responsible sports gaming and education”.

Stated LSU Athletics Director Scott Woodward, “The LSU has always taken pride in providing fans with unique, innovative and world-class experiences, and our new partnership with Caesars Entertainment (entertainment company) will do just that. 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.”

As part of its deal with LSU, Caesars Sportsbook will receive several marketing and sponsorship assets from the school, including naming rights for the new Caesars Sportsbook Skyline Club at the Tiger Stadium and additional signage throughout the venue.

The 1, 02,321-capacity Tiger Stadium is an outdoor stadium located in Baton Rouge, Louisiana on the campus of Louisiana State University. It is the home stadium of the LSU Tigers football team. Prior to 1924, LSU played its home games at the State Field which closed down in 1924, which was located in the old LSU campus in Downtown Baton Rouge.

Caesars also will have signage at LSU’s 13,215-capacity Pete Maravich Assembly Center (basketball) and the 10,326-capacity Alex Box Stadium (baseball), and the deal gives the sportsbook a presence on the Tigers’ mobile sports app.

There are no current plans to put a sportsbook inside Tiger Stadium or other LSU sports venues included in the agreement.

In a statement, Caesars Sportsbook said it is “committed to working with the Louisiana Association on Compulsive Gambling, regulators and the community to provide responsible gaming resources to all eligible sports bettors in the State”.

The gambling company also said it won’t market to students or fans under the age of 21 or “highlight gaming offers inside campus facilities”.

In addition to providing a significant financial commitment to LSU, Caesars also has committed to creating an annual scholarship fund to support in-State LSU students.

Said Chris Holdren, Co-President, Caesars Digital, “LSU athletics programs have always exemplified excellence, and at Caesars, we couldn’t be happier to partner with such an iconic brand in college athletics. We have a proud legacy in Louisiana, and bringing LSU fans and alumni closer to the sports they love while also offering scholarship opportunities will help us build upon that.”

The historic agreement comes as Louisiana, already home to multiple casinos, prepares to allow legal sports betting. The Louisiana Gaming Control Board currently is accepting casino applications for sports betting licenses.

Caesars also recently purchased the naming rights to the 74,295-capacity Superdome in Louisiana, the home stadium of the National Football League’s (NFL’s) New Orleans Saints. The franchise’s previous naming rights deal with German automaker Mercedes-Benz expired earlier this year.

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