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Marketing and Sponsorship

Michigan State taps Caesars Sportsbook as sports betting partner

By Bill King

Caesars Sportsbook will put its name on new premium seating and tailgate areas at Spartan Stadium as part of a sponsorship making it the exclusive sports betting and iGaming sponsor of Michigan State athletics. MSU is the fourth Power Five program and second Big Ten program to land a sponsor in the emerging sportsbook category, joining Colorado, LSU and Maryland. The Big Ten figures to be particularly active on that front in the coming year, with 11 of its 14 members in states that have legalized online sports betting. The deal includes broadcast and online content across all sports, as well as TV-visible signs in football, basketball and hockey. Caesars also gets hospitality and VIP experiences to include for use in its rewards program. As has been typical in other college deals in the category, Caesars will fund responsible gambling education for student athletes and provide scholarship and internship opportunities for students pursuing careers in sports. MSU multimedia rights holder PlayFly Sports facilitated the deal. Financial terms were not disclosed. Michigan State is the second major program that Caesars will sponsor, joining LSU. PointsBet sponsors Colorado and Maryland.

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