Caesars Joins The Sports Betting ‘Club’ At Prudential Center

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Some in the full house for tonight’s Devils-Rangers NHL rivalry game at the Prudential Center in Newark will enjoy a new amenity: the Caesars Club sportsbook.

Like the William Hill Lounge that launched on the same arena’s public concourse in December, the Caesars Club will be a place for fans to find odds on their favorite NHL team winning the Stanley Cup — or just winning that night’s game.

And as at William Hill, fans who look for a teller window will learn that they are the “teller,” and their sports phone is the “window” to the Caesars sports app.

While traditional in-house sports betting is only available at the state’s racetracks and Atlantic City casinos, New Jersey, unlike many of the other newly legal sports betting states, lets any adult located within state boundaries make wagers on their smartphones, tablets, laptops, or desktop computers.

The Caesars Club is available to up to 400 “premium seat members” at a time.

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Caesars and Prudential Center

Michael Marino, Caesars Entertainment’s senior vice president for marketing, told NJ Online Gambling that tonight’s launch was months in the making. In fact, he said talks with arena and Devils officials kicked off “within a month” of the U.S. Supreme Court’s landmark ruling last May that struck down a 26-year-old federal law that gave Nevada a virtual monopoly on sports betting.

Martino added that an agreement was reached as the Devils’ season kicked off in October, with various promotions at the arena rolling out ahead of the “sportsbook” opening.

“There are plenty of activations with the partnership beyond the Caesars Club,” Martino said. “We advertise Caesars Casino and Sports on the LED and digital screens inside the arena, in pre-game emails, and in New Jersey Devils social media posts.

“In addition, we do an on-ice promotion called the ‘Caesars Jackpot Shot’ where we offer fans a chance to win a trip to our three resorts in Atlantic City plus a grand prize VIP trip to our nine resorts in Las Vegas.”

While the Caesars Club is limited to premium-seat ticket holders for Devils games, it is open to the general public for concerts — adding more than 125 events to Caesars’ opportunities.

“Hockey fans are extremely passionate sports fans, which is clearly our target market,” Martino said. “But as sports betting becomes more mainstream, we believe there is a large opportunity to engage a more casual fan, much like the Super Bowl does with prop bets.”

(For the mathematically minded, Caesars signage in the premium club includes one 3′ x 32′ cross beam above the concourse-facing entrance, two 39′ x 2’8″ pillars, 13 60″ x 35″ etched glass windows, a 156″ x 48″ entryway hostess stand, and four 8’ x 3′ arena bowl-facing pillars. There also is a 30’ x 18’ wrap-around bar with views of the Prudential Center bowl.)

To commemorate Caesar Club’s grand opening, fans in New Jersey who download the Caesars app and create a new account using the promo code “CLUB300” will receive up to a $300 match on their first deposit.  

Next steps for Caesars

Now that the Caesars Club is ready for launch, what’s next for Caesars as legal sports betting begins to unfold around the country? Seven states have joined Nevada in the sports betting pool since the Supreme Court ruled.

We are learning a lot with this partnership and we plan to act on those learnings to expand our sports partnerships in other states where we operate,” Martino said. “We’ve already pursued marketing deals with the Baltimore Ravens and New Orleans Saints/New Orleans Pelicans, given their proximity to our Horseshoe Baltimore and Harrah’s New Orleans locations.

“In Las Vegas, we are the founding partner of the Las Vegas Raiders and also partnered with the Stanley Cup runner-up Vegas Golden Knights,” Martino added.

The Devils, the Prudential Center, and the Philadelphia 76ers are all under one ownership group, and Pennsylvania is expected to finalize its online sports betting operations later this year.

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John Brennan

John Brennan has covered NJ and NY sports business and gaming since 2002 and was a Pulitzer Prize Finalist in 2008, while reporting for The Bergen County Record.

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