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Caesars Entertainment has launched an all-star marketing campaign and unveiled new prop betting markets as it looks to cash in on the sports betting hype surrounding Super Bowl LVI.

The US operator’s Caesars Sportsbook brand will make its Super Bowl advertising debut by broadcasting a 30-second spot in the second quarter of the 13 February clash between the Los Angeles Rams and the Cincinnati Bengals.

Comedian, Curb Your Enthusiasm star and Caesars brand ambassador JB Smoove will front the campaign alongside Hollywood actress Halle Berry and NFL royalty the Manning family.

“We’re an entertainment company first and foremost, but we are also storytellers, and this commercial gives us the unique opportunity to highlight family, fun, and football on the world’s biggest stage,” said Caesars Digital CMO Sharon Otterman.

“We’re excited to debut the next episode of our iconic campaign and hope it will be the topic of conversation on Monday after the game,” she added.

The commercial was directed by award-winning director Stacy Wall, who has led advertising projects for brands including Sprint, Uber Eats and Honda.

The Super Bowl LVI ad will be supported by two additional spots, including a responsible gambling advert presented by the Manning family to highlight safer gambling tools.

Caesars Sportsbook is currently live in 22 states and jurisdictions, 16 of which are live with online and mobile sports betting. It also operates the largest number of retail sportsbooks across the country.

Caesars said its sportsbook would offer more than 2,000 prop betting markets on the game, as well as pre-match and in-play markets, amid a push to make the app more dynamic.

These include being able to bet on the result of the pre-match coin toss and wagers in traditional ‘Squares’ format, where customers win if they predict the last digit of both teams’ final score, including overtime.

Super Bowl LVI is practically guaranteed to smash all previous betting records.

An estimated 36 million more Americans can legally place bets in their home state since last year’s Super Bowl due to the successful roll out of online sports betting in states including New York, where Caesars has topped early rankings for handle and revenue, and Louisiana.

“The Super Bowl is all about super-serving fans and sports bettors of all types,” said Ken Fuchs, head of sports at Caesars Digital.

“In addition to taking the biggest bets on the biggest markets, Caesars has been a trendsetter in creating props that resonate and generate a lot of fun for bettors.

“There’s a little something for everybody, including live props during the game, and we look forward to seeing a great match-up play out,” he added.

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