Posted: September 14, 2022, 6:10 a.m.
Last update on: September 15, 2022, 12:32 p.m.
Caesars Entertainment announced a nationwide tour on Wednesday featuring not a tank, but a custom 18-wheeler. The truck will promote the Las Vegas company’s online sports betting app on 17 scheduled stops leading up to the next Super Bowl.
The tour kicks off Monday at Highland Stadium in Orchard Park, New York, where the Buffalo Bills host the Tennessee Titans. The initial shutdown will also coincide with the opening of the “sportsbook-style” Caesars lounge, located in the northwest corner of the stadium, according to a statement from Caesars.
At the stadium, the large platform will serve as an activation hub, offering unique incentives to new users and “VIP experiences” to Caesars Rewards members. It will also house production and podcast studios to deliver content at every stage of the tour.
Caesars Sportsbook Partners ESPN, CBS Sports and Peyton Manning’s Omaha Productions will all be involved in content development. Caesars ambassadors and other celebrities will also be involved.
“Alongside Caesars, we’ve crafted an unforgettable live experience that’s sure to delight sports fans across the country,” Manning said.
Change of direction
The truck tour will mark Caesars’ second year of sports betting operations. Caesars Entertainment purchased sports betting operator William Hill last year and officially rebranded the US division as Caesars in August 2021.
The tour also signals a shift in approach for Caesars as it seeks to acquire new customers and retain existing ones.
Providing guests with memorable experiences and treating them like royalty remains a priority for us,” said Eric Hession, President of Caesars Digital. “The Caesars Sportsbook & Casino Truck Tour is an exciting chapter in our history as we shift our marketing to a more localized and targeted approach in our second year.”
While looking to catch up last year on FanDuel, DraftKings and BetMGM, Caesars offered “risk-free” bets up to $5,000 to new users last year. These bonuses helped them become the first leader in New York, although FanDuel and DraftKings have since passed them.
Earlier this year, Caesars announced plans to cut advertising spend on its online operations. During the parent company’s second-quarter earnings call with investment analysts, CEO Tom Reeg said planned ad spend had been cut by hundreds of millions of dollars in a bid to make the digital side more sustainable.
So far, that hasn’t impacted the company’s market share, he added.
“Compared to last fall, it’s going to look like we’ve completely left the air. But you’ll run into one or two ads depending on where you are and what you’re watching,” Reeg said.
NFL, college football games on tour
After Buffalo, the Caesars tour will take place at Lucas Oil Stadium on September 25 for the Indianapolis Colts’ home game against the Kansas City Chiefs.
Most stoppages are related to NFL games. But there are two regular-season college football games on the tour. On October 8, Ohio State will visit Michigan State, and on November 5, Alabama and LSU will renew their rivalry in Baton Rouge. Caesars is an official partner of LSU Athletics.
There’s also an NHL game on the schedule, as the truck will be in Washington, DC, for the Capitals’ home opener on Oct. 12 against the Boston Bruins. Caesars operates a sportsbook at Capital One Arena.
The up-to-date list of tour stops can be found here. Some actual locations for the Caesars event have yet to be determined.