Sportsbook Operator, William Hill and Caesars go into a Sports Betting Partnership with Indianapolis Colts

One of the world’s most diversified casino-entertainment providers – Caesars entertainment – and its exclusive sports betting partners – William Hill – have publicly announced a partnership deal with the NFL’s Indianapolis Colts. Even as these two have been in business for some time, this is the pairing’s first sponsorship deal with an NFL franchise.

Although there are several sponsorship deals between the NFL and Caesars, this is the first that includes sports betting. The relationship between online gaming and pro sports is continually growing as new legislation on sports wagering spreads across the US.

Deal Details

Hosted on the Colts’ mobile app, there will be a free-to-play game titled Pick 6 Predictor. To win, players will be required to predict the outcome of 6 of the Colts’ games. There are a lot of exciting prizes to be won, with the most mouth-watering being a chance to spend some time at a Caesars property in Las Vegas.

This partnership integrates a new way for all parties involved to interact and engage their sports fans in Indiana as the football season gets underway. Sports fans in Indiana will also be privy to exclusive offers and promotions on the “Caesars Sports Book by William Hill” sports betting app coming soon. Progress has been made to bring the app to life, with all that is left is the regulatory approval needed to operate in Indiana.

Colts Chief Sales and Marketing Officer Roger VanDerSnick said that the franchise is always looking for new ways to interact with its fans in this digital world and this deal helps them do that.

Chris Holdren, who is the Co-President of Sports and Online Gaming for Caesars Entertainment, also talked about how the company has deep roots in Indiana and this move seeks to deepen its strong ties with the community. In his words, “this expanded partnership with William Hill and our long relationship with the Indianapolis Colts deepen our strong ties with the community. Combined, both will provide an exciting entertainment experience; on game days and beyond.”

William has recorded tremendous success after entering the Indiana market last year. The sportsbook giant see the partnership between these three industry leaders as a way of reshaping the way fans engage with sports and is glad to be a part of it. This view was made clear by the company’s Chief Marketing Officer Sharon Otterman.

Caesars and William Hill Relationship

Last month, Caesars announced that a deal worth $3.7 billion has been agreed upon to purchase William Hill. It was confirmed by both companies, stating that the deal is expected to close by the end of 2021. This move was made as both companies saw an opportunity to combine land-based casinos, sports betting, and online gaming in the US.

Approval by William Hill’s shareholders is pending still but the terms of the deal will see Caesars pay $3.55 per William Hill share.

In these unprecedented times, the main purpose of this deal is to change the way fans engage and enjoy this unique season, and gradually continue to offer a greater fan experience well into the future.


A sports enthusiast, Ryan helps cover sports betting news from around the country, highlighting some of the more interesting events going on in the USA.