Horseshoe Casino Baltimore has entered an official partnership with the Baltimore Ravens in the second deal of this kind since September when the National Football League (NFL) allowed its teams to accept advertising from casinos. The move follows the historic partnership announced between the Dallas Cowboys and WinStar World Casino and Resort in Thackerville, Oklahoma.
For many years, the NFL did not allow its teams to sell sponsorships to casinos with sportsbooks in order to steer clear of any connection to sports betting. Last month, or in late August as Sports Business Daily reported, the NFL loosened the ban on casino advertising. Soon after that, the Dallas Cowboys teamed up with the WinStar World in the first NFL casino partnership. Now the Baltimore Ravens have joined them, extending their existing deal with Horseshoe.
The new partners are neighbors in Southern Gateway Entertainment District, an area just south of the Ravens’ home in M&T Bank Stadium. When the casino opened just a few blocks away from the sporting venue, it became a catalyst for huge investment and development in the neighborhood. Now their partnership will bring them even closer as logos of the team will be featured across the gaming venue, while the casino’s ads will be significantly more at the stadium.
The announcement for the deal was made by Baltimore Ravens Senior Vice President of Corporate Sales and Business Development Kevin Rochlitz and former Raven and NFL Hall-of-Famer Jonathan Ogden and Caesars Regional President and Horseshoe Casino General Manager Erin Chamberlin. The owner of Baltimore’s Horseshoe is the group CBAC Gaming, which gathers Caesars Entertainment, Jack Entertainment, CVPR Gaming Holdings, LLC; STRON-MD Limited Partnership and PRT TWO, LLC.
Increased Partnership between NFL and Casinos
Since 2014, when the Horseshoe Casino Baltimore opened for business, it has been an advertising sponsor at Ravens games. However, it did not have the right to use the team’s name or logos in any way. The Maryland casino was not able to use trademarks for any events, including tailgate parties and giveaways. Now, instead of referencing only Baltimore football or using purple colors, the Horseshoe Casino will be allowed to make use of the logo and name of the Ravens. But that is not all.
The three-level feature bar at Horseshoe Casino Baltimore that is currently known as 14Forty will soon be rebranded and will be a Ravens Baltimore Bar. The casino will also introduce player cards with the NFL team’s logo. M&T Bank Stadium, on the other hand, will feature Horseshoe advertising. According to Rochlitz, Horseshoe Casino Baltimore has become a popular destination for Ravens fans, especially before and after games, so the new deal will enrich the appeal and entertainment offering of the two major Baltimore brands.
The financial terms of the deal are confidential but for the time being, it remains only a marketing partnership. The State of Maryland is expected to pass a sports betting legislation, which would allow the casino to extend its cooperation with the Baltimore Ravens.
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