Caesars becomes the official casino for the NFL

Caesars Entertainment signed on as the official casino for the National Football League (NFL). But the deal has some significant shortcomings, so its value is much less than the rest of the jewels snagged by MGM Resorts , which has partnered with professional baseball, basketball, and hockey.

The deal between Caesars and the NFL gives it some opportunities, but because the football league cannot get past its opposition to sports gambling generally, it diminishes the potential.

Starting with the 2019 NFL playoffs, Caesars will have the right to use NFL trademarks, like the logo and the words “Super Bowl,” to promote its casinos and properties here and abroad to create “unique experiences” for fans.

The agreement only names Caesar’s the league’s official casino and specifically excludes sports betting, daily fantasy football leagues, and non-casino hotels and resorts. As a result, Caesar’s cannot use NFL trademarks to promote its sportsbooks. Since sports betting — and arguably fantasy football, too — are where the real potential is, Caesars is basically just getting the chance to advertise its casinos at games and related events.

Caesars’ deal is much less than what MGM Resorts has secured through its agreements with the other sports leagues. They allow MGM to use official league branding with both its casinos and its digital sports-betting operations.