Eagles and Harrah’s Philadelphia team up for new marketing partnership
The deal extends the NFL’s trend of embracing, rather than opposing, legal sports wagering
It looks like “Fly, Eagles, Fly” is the new theme song at Harrah’s Philadelphia Racetrack and Casino. The riverside gambling den that is actually located in nearby Chester, Pa. has entered into a marketing agreement with the team.
The marriage includes in-stadium signage and branding, casino appearances by ex-players (dubbed “Eagles Legends”) and email and direct-mail marketing campaigns.
In addition, Harrah’s will serve as the presenting sponsor of the Eagles “Drive Summary” videoboard as well as the team’s “Scratch and Win” game in its mobile app. The casino will have a branding presence in select email-based programs aimed at Eagles fans, as well as at the Eagles Pro Shop at Lincoln Financial Field.
Casino guests can play at Eagles-branded gaming tables and be issued commemorative Eagles/Caesars Rewards cards and co-branded apparel and gifts.
“Harrah’s Philadelphia prides itself on partnering with organizations that share our same core values and the Philadelphia Eagles are the gold standard in terms of customer service, community engagement, and Harrah’s senior vice-president and General Manager Chris Albrect. “We each have passionate and loyal fan bases and we look forward to connecting with them in new and innovative ways and providing them with exciting experiences through this partnership.”
The deal is the latest stage of what is a sea-change in how the NFL views gambling and the gaming industry. Prior to the federal ban on sports betting being repealed in 2018, the league, like other major-league sports entities, considered gambling on games a major detriment to their operations. But now, the NFL and Caesars Entertainment have a national partnership in place (as well as the locally focused Eagles deal) while MGM Resorts (which owns Atlantic City’s Borgata Hotel Casino & Spa) has partnered with Major League Baseball, the NHL, NBA and Major League Soccer.
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