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Colts strike sports betting partnership with Caesars, William Hill

The National Football League’s Indianapolis Colts have signed a sports betting partnership with Caesars Entertainment and the American gaming giant’s exclusive sports betting partner William Hill.

In September, Caesars reached an agreement to acquire UK-based gambling outfit William Hill in a $3.7bn (£2.9bn) cash transaction. The purchase is set to close in the second half of 2021, subject to antitrust and regulatory approvals.

The Colts partnership is Caesars and William Hill’s first NFL team sponsorship together.

As part of the agreement, customer loyalty program Caesars Rewards will sponsor a free-to-play “Pick 6 Predictor” game on the Colts Mobile App.

The game generates a series of questions that fans predict the outcome of before the upcoming NFL games. Correct picks are rewarded with weekly prizes, and all participants are entered into a chance to win a trip to Las Vegas to stay at a Caesars Entertainment property.

Pending regulatory approval, the Caesars’ mobile sports betting app “Caesars Sports Book by William Hill” will also integrate into the Colts’ media and marketing efforts.

“In the digital age, and particularly this virtual world in which we find ourselves now, finding new ways to engage with our fans, partners and community is one of our top priorities,” said Colts chief sales and marketing officer Roger VanDerSnick.

“This partnership with Caesars Entertainment and William Hill will help us better connect with Colts fans everywhere as we navigate this very unique season in 2020 and offer a greater fan experience well into the future,” he said.

The Colts recently signed a sports-betting partnership with PointsBet and a fantasy sports partnership with FanDuel.