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Caesars Entertainment is spicing up the Fiesta Bowl with betting opportunities — the first such collaboration between a sportsbook and a college bowl game.
The company will provide gambling and fantasy gaming opportunities related to the contest. It will also operate fan lounges at the Fiesta Bowl at State Farm Stadium and the Guaranteed Rate Bowl at Chase Field.
Caesars is investing heavily in sports in Arizona and beyond.
- In April, the company completed its $4 billion acquisition of sportsbook operator William Hill.
- Caesars became the Arizona Diamondbacks’ betting partner in May, shortly after becoming an MLB-authorized gambling partner.
- In July, Caesars acquired naming rights to the Superdome, home of the New Orleans Saints, in a 20-year, $138 million deal.
While the NCAA has historically been opposed to sports betting, the practice is making its way into college sports.
In September 2020, PointsBet struck a five-year, $1.6 million sponsorship deal with the University of Colorado. The Arizona Bowl made Barstool Sports, which operates a sportsbook, its title sponsor in July.
Sports betting in Arizona is set to begin on Sept. 9. The Arizona Cardinals will be the first NFL team to have a sportsbook in its home stadium after striking a deal with BetMGM earlier this month.
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