Caesars Entertainment and NHL Extend Partnership Deal

One of the biggest iGaming operators in Michigan, Caesars Entertainment, announced they have renewed their partnership with the National Hockey League (NHL), which started in 2019. The new chapter in the collaboration between Caesars and the NHL will be a multi-year extension. However, the official press release from both parties in the deal did not specify the partnership's future timeline. 

What is known is that the deal allows Caesars access to intellectual property held by the National Hockey League, enabling the operator to create and promote NHL-branded casino games in its North American markets. The president of Caesars Digital, Eric Hession, expressed satisfaction with the extension of the partnership with the NHL and emphasized in the official press release that Caesars will increase efforts to provide fans with unforgettable experiences across their online casinos and online sportsbooks' offerings.

Another valuable aspect of the new agreement is increased VIP privileges distributed to registered players via the Caesars' loyalty program, as well as the opportunity to use the NHL logo and league alumni for appearances. Plus, marketing opportunities for the Caesars brand during NHL TV broadcasts in select markets will boost visibility.

License to Produce New NHL Casino Games

The licensing rights allocated from the previous partnership deal resulted in several NHL slots emerging in the Caesars Palace online casino lobby, such as the Detroit Red Wings, a game designed for the Great Lakes State market. Additional branded games are based on teams such as the Pittsburgh Penguins, Philadelphia Flyers, and New Jersey Devils. These games are eligible for Michigan online casino promotions and are often eligible for standalone promos.

Caesars is not the exclusive partner of the NHL in North America. Other Michigan casinos online, such as BetMGM and FanDuel, have active partnership deals and have already renewed their collaborations. BetMGM was the first online casino to release a branded NHL slot game, with the launch of the NHL Gold Blitz in 2023.

Partnering with a North American sports league is nothing new for Caesars. This brand has active partnerships with the NBA, NFL, and MLS. Several slots have joined the NHL brand games in the Caesars lobby, such as games inspired by the NFL’s Buffalo Bills, the MLS’s New York Mets, and the Memphis Grizzlies of the NBA.

Caesars Is on the Offensive in Michigan 

Caesars Entertainment has recently been investing more seriously in its iGaming branch. The popular gambling brand launched Caesars Palace Online Casino, a standard app, in mid-August 2023 while retaining the casino section of Caesars Sportsbook. 

After acquiring WynnBET's Michigan online casino license in February, Caesars is gearing up to launch another standalone casino app in the Wolverine State without revealing the brand name. An official launch is expected at the end of 2024, 

According to revenue data, Caesars started 2024 as the 5th best operator in Michigan, securing $10 million in revenue for January. It's still unable to compete with brands such as BetMGM and FanDuel, but it's showing steady growth, and introducing new NHL games can improve its market position.