Caesars Sportsbook has partnered with the Indy 500 and the Indianapolis Motor Speedway (IMS). Caesars Entertainment and IMS announced the agreement on Saturday. As part of the deal, Caesars Sportsbook will serve as a sponsor for the year’s remaining IMS races, beginning with the GMR Grand Prix that took place on Saturday.
an enhanced viewing experience
The IMS’ first betting lounge will also open as part of the deal. The Caesars Sportsbook Lounge will open to spectators on practice days and race days. It will offer an enhanced viewing experience, as well as racing games, branded giveaways, and live entertainment.
Caesars Sportsbook will also have the option of using IMS marks and logos, as well as receiving access to various types of brand exposure across the track’s media channels. Caesars branding will appear on race days through video board placements, program ads, and PA announcements.
Finally, exclusive VIP speedway experiences will become available to Caesars Rewards members.
A partnership strategy
In a press release on Saturday, Caesars Digital co-president Eric Hession welcomed the partnership with one of the most “iconic American sports traditions.” He said the deal “builds upon our commitment to the state of Indiana alongside the investments into our resorts and the communities they serve.”
Caesars Sportsbook has signed partnerships with many different sports teams and organizations across the US. In February, the operator signed another deal in Indiana, making it official betting partner of the Indianapolis Colts NFL team. It also has deals with the Cleveland Cavaliers, Chicago White Sox, and the Buffalo Bills.
An Indiana presence
Currently, Caesars Sportsbook is operational in 17 US jurisdictions. The offering went live in Indiana in May 2020, with the state’s online betting market launching in September 2019. FanDuel and DraftKings are the two dominant operators in Indiana’s market, with BetMGM and Caesars generally fighting it out for the third-biggest market share.
Caesars has had a long-time presence in Indiana, with resorts up and running in the form of the Horseshoe Hammond, Harrah’s Hoosier Park, and the Horshoe Indianapolis. The casino giant has completed significant renovation work on these properties lately to enhance the gaming experience.