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IN THE SPORTS BUSINESS, EXCLUSIVITY ISN’T WHAT IT USED TO BE BY JOHN BRENNAN

Gaining exclusivity as the “official sponsor” of a major professional sports team – or an arena, or a stadium – traditionally has been not only coveted by the brand, but also has been quite lucrative for the teams and facilities.

So how do Caesars Entertainment, William Hill, and FanDuel, companies with much or all of their focus on gambling, each have deals with the New Jersey Devils and the Prudential Center announced within the past 10 days? MGM, meanwhile, last week became the first official sports betting partner of the National Hockey League and FanDuel has also partnered with the NHL. Not to mention, MGM, along with 888.com, both forged partnerships with the New York Jets, again within days of one another.

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