Las Vegas Gaming Companies Go All In for the Upcoming Football Season
It is no big secret that football is the biggest betting sport in the rapidly expanding US sports betting market. College football creates a huge betting handle each week only to be surpassed by the NFL.
Combined, football accounts for the lion’s share of money spent on betting the games. Prior to 2018, most of football’s betting volume was booked through offshore sportsbooks catering to US players through an online betting platform.
While certain legalities came into question, the federal laws on the books did little to stop football fans from turning to offshore betting sites to wager on the games.
That all changed in May of 2018 when the US Supreme Court gave individual states the right to govern and regulate sports betting within their borders. This did not prevent the offshore books from engaging the US market. However, it did give rise to US-based sportsbooks such as FanDuel and DraftKings.
Three of the biggest Las Vegas gaming and entertainment companies got a later start in the game. However, they are now making their presence known in a big way.
At the top of the list is MGM Resorts International. This company’s entry into the US sports betting industry is BetMGM. In just a few years, this sportsbook has become the third-biggest operator in the legal US sports betting industry in terms of market share.
BetMGM is available in all the major markets such as New Jersey, Nevada, Pennsylvania, Colorado, Michigan and Indiana. The mobile sportsbook app is ready to launch in Arizona as soon as that state goes live.
MGM Resorts also created BetMGM Casino in states that offer legal online casino gambling. Overall, it is easy to see how this has quickly become the King of Sportsbooks following in the grand tradition of one of the biggest retail sportsbooks in Las Vegas.
Caesars Entertainment is now based in Reno, Nevada after its historic merger with Eldorado Resorts. However, the company still has its roots in Las Vegas. In the midst of that multi-billion deal, its mobile sports betting initiative was forced to take a back seat.
That all changed with the company’s $3.7 billion acquisition of William Hill as a global force in the sports betting industry. More recently, Caesars Entertainment has decided to rebrand the UK-based book as Caesars Sportsbook in the US. The company also decided to put $1 billion behind its effort to become a major player in the US online sportsbook industry.
This commitment has led to Caesars Superdome as the new naming sponsor of the NFL’s New Orleans home stadium. Louisiana is in the process of launching legal sports betting within its borders.
Caesars also created a strategic sponsorship with college football’s Fiesta Bowl as a naming partner. This is bound to bolster the sportsbook’s position in advance of Arizona going live with legal sports betting on Sept. 9.
The last big Las Vegas casino giant to join the party was Wynn Resorts. However, this gaming and entertainment giant is also taking a very aggressive approach to expansion within the US sports betting industry.
The company’s entry into the mobile sports betting game is WynnBET. Plans for football season include a promotional budget of close to $100 million behind this brand. In comparison, DraftKings and FanDuel topped $300 million combined in television ads last year.
Along with BetMGM, WynnBET has also become an official sports betting partner of the NFL. Industry insiders have eluded to the idea of WynnBET forking over some serious cash to run commercials during this season’s Super Bowl.
Heading into football season, WynnBET has put a heavy emphasis on celebrity ambassadors led by Shaquille O’Neal as one of its latest spokespersons.
However, it is not alone in those efforts. Marshawn Lynch has just joined the team at BetMGM and former ESPN on-air personality Trey Wingo is now a brand ambassador for Caesars.
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