Horseshoe Casino Baltimore and the Baltimore Ravens have become the latest in a string of gaming and professional sports team partnerships.
The deal is a marketing partnership that could be beneficial for the Ravens’ new “casino partner,” and while it doesn’t explicitly mention legalized Maryland sports betting, that’s an increasingly hot topic in the state.
The Oct. 19 agreement seems to expand on a deal that has been in place since early September.
Kevin Rochlitz, senior vice president of corporate sales and business development for the Baltimore Ravens, commented on the arrangement in a press release:
“Horseshoe Casino Baltimore has become a popular destination, particularly for Ravens fans before and after our home games. We’re enthused about this partnership and believe it will further enrich the entertainment appeal surrounding M&T Bank Stadium. Additionally, we feel it will help contribute to the exciting development taking place throughout the area.”
The Horseshoe and Ravens deal
Recently, other casinos have partnered with major sports leagues and teams. For instance, MGM International reached an agreement with the NBA in July, and Winstar World partnered with the Dallas Cowboys in September.
The agreement between the Horseshoe and Ravens is the first for Caesars Entertainment, owners of Horseshoe Casino Baltimore.
The two companies have entered into a multi-year marketing deal that grants permission to the Horseshoe to use the Ravens’ trademarks and logos. Horseshoe has a distinct advantage because of its close location to M&T Bank Stadium.
Erin Chamberlin, Caesars regional president and Horseshoe Casino general manager, also talked about the new partnership.
“It is an honor for us to officially partner with our neighbor, the Baltimore Ravens. We are two strong Baltimore brands that are committed to the city and the region. We both offer a unique entertainment product with a broad and complementary appeal. And, we share a common commitment to transforming the southern gateway into an unrivaled entertainment district that adds renewed energy and excitement to the area.”
Inside the casino, football fans will find a newly re-branded three-level Ravens-themed bar. The casino will also sponsor the Ravens’ “Legendary Moments and Plays,” shown during games.
The financial details of the agreement remain confidential.
The Ravens deal with the Horseshoe is only the beginning. Rochlitz admits the Ravens are entertaining similar agreements with some of the other eight Maryland casinos.
Maryland sports betting
Sports betting is not legal in Maryland yet and requires a state constitutional amendment.
Maryland casinos, including the Horseshoe support legalizing sports betting. There was hope on the horizon, too.
Earlier this year, the Maryland House of Delegates passed sports betting legislation. However, the bill never reached the Senate floor, keeping the measure off the November ballot.
The next opportunity for Maryland citizens to legalize sports betting opportunity will be November 2020.
“We’ll see what the state of Maryland does as it goes through the approval process,” Rochlitz said. “It’s to be determined. Right now, we’re going to take it one state at a time and take this partnership and develop it.”
Chamberlin, however, has high hopes the new partnership will position the casino to take advantage of the situation when sports betting does become legal. She talked about the possibility to the Baltimore Sun:
“We’re hoping that this agreement would put us in a great position should we achieve that goal in Maryland. It’s obviously something that we think would be very beneficial to the casinos and drive revenue that would benefit the education fund and the state overall.”
Expect more big partnerships announcements
This latest agreement and the few that have come before it is only the beginning.
A study commissioned by the American Gaming Association (AGA) reports the four major sports leagues to have a potential of earning an additional $4.2 billion in revenue from legalized sports betting.
Sports betting has other benefits, too, including increased fan engagement and larger viewing audiences.
As more states legalize sports betting, more partnerships between the leagues, sports teams and gambling companies will emerge.
Sara Slane, senior vice president of public relations for the AGA, said:
“Working together with the gaming industry will pay dividends for all sports stakeholders.”