PointsBet Flexes Midwest Muscle With Detroit Red Wings Partnership

  • Sportsbook will rebrand an area of Little Caesars Arena into a full-service PointsBet Sports Bar
  • Deal comes shortly after PointsBet was named sports betting partner of the Detroit Pistons
  • PointsBet has Michigan partnerships in place with an NBA, MLB, and now an NHL franchise
  • Operator will have sponsored presence on the team’s digital and radio platforms, media channels
Little Caesars Arena, home of the Detroit Red Wings, in Michigan
PointsBet has secured a multi-year gaming deal with the Detroit Red Wings, giving the Australia-based sportsbook an NBA, MLB, and now NHL franchise partner in Michigan. [Image: Shutterstock.com]

PointsBet Sports Bar coming to Little Caesars Arena

Australia-based sportsbook operator PointsBet is continuing its rapid-fire expansion across the Midwest following an announcement of a strategic multi-year deal with National Hockey League (NHL) franchise the Detroit Red Wings.

The Red Wings, who play their home games at Little Caesars Arena in Midtown Detroit, Michigan, tweeted the news on January 12:

As official gaming partner, PointsBet will boost fan engagement with a complete rebrand of Sports & Social Detroit at Little Caesars Arena as the PointsBet Sports Bar. The venue will include high-definition TV screens, live betting odds, “special guests, unique programming, VIP access” and gaming promotions.

Chris Granger, group president, sports & entertainment for Ilitch Holdings, Inc., said: “Our fans will enjoy the lively atmosphere of the PointsBet Sports Bar and the energy this partnership will bring to the game-day experience”. Company owners Mike and Marian Ilitch purchased the Red Wings franchise in 1982. Ilitch Holdings also owns the Detroit Tigers and Little Caesars Pizza.

An official Red Wings news release said the new-look venue at Little Caesars Arena will open its doors to fans this year.

Wrapping up the Midwest

The Red Wings partnership comes a little over a week after PointsBet became sports betting partner of the NBA’s Detroit Pistons. As the official gaming partner of Major League Baseball (MLB) side Detroit Tigers, PointsBet now has a trio of major US league sports franchises in its locker.

market will go live “anytime between the 12th and 19th this month”

The franchise link-ups place PointsBet in a prime position ahead of the launch of online sports betting in Michigan. According to Michigan Gaming Control Board (MGCB) executive director Richard Kalm, the market will go live “anytime between the 12th and 19th this month.”

Besides Michigan, PointsBet has also been strategically expanding in nearby Illinois, where it has a live sportsbook at Hawthorne Race Course. The global sports wagering brand will soon have Chicagoland covered, with retail sportsbooks coming soon to Crestwood, Oakbrook Terrace, and Prospect Heights. National Football League (NFL) team Chicago Bears also selected PointsBet to be its sports betting partner in September.

Testament to PointsBet’s rapid expansion across the Midwest was its September 24 partnership with the NFL’s Indianapolis Colts, which followed a similar pact with the Hoosier State’s NBA franchise the Indiana Pacers in August.

PointsBet offers the most markets on all four major U.S. sports […] in the world.”

According to the Red Wings press release, “PointsBet offers the most markets on all four major U.S. sports (NFL, NBA, MLB, NHL) […] in the world.

Making its presence felt in Michigan

Besides its physical presence at the home of the Red Wings, the new partnership grants PointsBet virtual made-for-TV signage and LED signage and branding in the Little Caesars Arena for home games.

Completing the deal is a sponsored presence on the NHL team’s digital and radio platforms, The District Detroit mobile app integration, and regular spots on The Word on Woodward, a bi-weekly live streaming show that airs on Red Wings and Tigers media channels.

PointsBet USA CEO Johnny Aitken stated that the company was looking forward to working with both the Red Wings and the Tigers. Adding that PointsBet gives bettors “the most betting options in the world on NHL and MLB games” via its PointsBetting product, Aitken said: “We are excited to unveil a deep and differentiated betting option into the great state of Michigan.”

While Michigan awaits the imminent arrival of online sports wagering, fans across the country can avail themselves of the free-to-play challenge PointsBet Pick 6, which offers participants the chance to win $25,000 every week.