Are US casinos set to benefit from MLS sponsorships?

It has been reported that MLS franchise, New York Red Bulls are open to the prospect of partnering with gambling companies, potentially selling the naming rights to the club’s 25,000-seater stadium. This could provide an unrivalled sponsorship opportunity for the country’s key casino players, with the New Jersey Devils already previously agreeing a deal with Caesars […]

Are US casinos set to benefit from MLS sponsorships?

This could provide an unrivaled sponsorship opportunity for the country’s key casino players, with the New Jersey Devils already previously agreeing a deal with Caesars Entertainment and the New York Jets uniting with MGM.

Since its opening in 2010, the stadium has been named after the club’s primary sponsor Red Bull, however according to a report by the SportsBusiness Journal, the franchise is now seeking to capitalize on the overturning of PASPA and expand its sponsorship opportunities.

Franchise general manager Marc de Grandpre stated: “If we can find a partner or partners that can help us enhance our fan experience through gambling, we’re willing to have a conversation.”

The report detailed that any potential naming rights partnership could be worth an estimated $4m per year. It is widely reported that the Red Bulls’ extensive search for a new stadium sponsor commenced in 2015.

As it stands MLS rules prohibit clubs from signing partnerships, however it’s widely predicted that these limitations are set to be lifted in the new year, at around the same time that legalizing sports betting is set to be discussed within New York.

It follows a trend of the MLS, when it comes to expanding sponsorship opportunities for the sides in the league, with it also recently announcing it would allow sleeve sponsorship deals from the commencing of the 2020 campaign, something that the Red Bulls may look to utilize as a sweetener in any potential stadium sponsorship deal.

On Sunday, the Red Bulls take on Atlanta United in the semi-finals as the club look to secure an elusive playoff victory.

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