K-Wings Partnering With FireKeepers As ECHL Seeks League-Wide Sportsbook Sponsor

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In recent times, we have witnessed a noticeable increase in the trend of sports teams collaborating with online sportsbooks and casinos.

Sportsbooks have already secured sponsorship deals with major professional sports franchises and a few chosen college programs.

FireKeepers Casino Hotel has recently formed a strategic partnership with the Kalamazoo Wings, making them the first ECHL franchise to do so.

Despite the inability to place bets on ECHL games in Michigan at the moment, the K-Wings are actively creating a welcoming environment for sports betting at their venue.

What the deal between FireKeepers and the K-Wings entails

The K-Wings have been working on the partnership for several months, aiming to stay ahead of the emerging trend.

Toni Will, K-Wings General Manager, expressed her desire to acknowledge Derek Arnold’s significant contribution in managing approximately 80% of the corporate partnerships, particularly highlighting his leadership in spearheading the partnership with FireKeepers. The motivation behind this collaboration stemmed from the growing prominence of sports betting and gambling, made more accessible through technological advancements. The team aimed to proactively seize the opportunity and secure their own local agreement.

The K-Wings have partnered with FireKeepers, resulting in the inclusion of app downloading stations within the concourse of their venue, Wings Event Center. This initiative aims to assist users who may be unfamiliar with the technology in properly downloading the app. Additionally, FireKeepers signage and branding will be prominently displayed throughout the venue.

Jim Wise, Vice President of Marketing & Sports/Online Gaming at FireKeepers Casino Hotel, stated that the sponsorship from the K-Wings helps to increase awareness of their iGaming sportsbook and online casino among sports fans. Wise encourages ticketholders to explore their daily lines, popular Fire Odds Boosts, and extensive range of popular slots available at the casino. He also commends the K-Wings for their excellent connection with their fan base and mentions the upcoming March Madness, hockey, and basketball playoffs.

The K-Wings, established in 1974, are among the 27 teams (28 next season) competing in the ECHL. Despite having the second-smallest market in the league, the franchise has made significant strides by being the first to partner with a sportsbook, establishing itself as a pioneering force within the league.

Will emphasized the significance of a partnership for our growth, considering the size of our market. Additionally, he highlighted how it contributes to our franchise’s modernization. Despite our longstanding presence, it is crucial to adapt to evolving trends and provide fans with an unparalleled experience at every event.

League-wide sponsorship next for ECHL?

The collaboration between the K-Wings and FireKeepers might only be the beginning of numerous partnerships yet to come for the ECHL.

According to Will, a member of the ECHL Board of Governors’ Executive Committee, the league is actively seeking additional opportunities for sportsbook sponsorship as part of its expansion plans.

Will stated that the ECHL is actively seeking to establish a league-wide partnership, which he believes will greatly benefit all the teams within the league. He emphasized that this arrangement will provide increased exposure for the teams and an opportunity to stand out from other sports franchises within the community.

Will thinks that the current collaboration between sportsbooks and professional or collegiate programs is just the beginning and there is much more potential to be explored.

Will stated that with the increasing prevalence of sports betting and gambling, there will likely be a parallel growth in collaborations between sports teams and casinos or sports betting apps. He further emphasized that the substantial investments made by these entities in advertising and marketing will continue to escalate.

MSU one of few colleges with sportsbook deal

In January of this year, Michigan State achieved an impressive milestone by joining the ranks of college programs with sponsorship agreements with sportsbooks. MSU proudly announced a long-term collaboration with Caesars Sportsbook, solidifying their position as the exclusive partner for sports betting and iGaming within MSU athletics.

The partnership between MSU and Caesars provides extensive visibility for the sportsbook across Michigan State’s athletic properties, encompassing:

• MSU athletics content is being broadcasted and shared digitally.
• Signage that is visible on television screens during basketball, football, and hockey games.
• Renaming privileges for an exclusive premium seating section within Spartan Stadium.
• Outdoor area for tailgating
• Gain exclusive access to special events and activities tailored for alumni and passionate fans during varsity sports seasons.

Additionally, Caesars will provide exclusive promotional offers on mobile sports betting, iGaming, and World Series of Poker product offerings specifically for MSU fans.

At that moment, MSU became one of the college programs, along with Colorado, Maryland, and LSU, to enter sponsorship agreements with sportsbooks.

Golden Nugget Sportsbook has recently formed an iGaming partnership with Detroit City FC, a team competing in the USL Championship Soccer League.

Sportsbooks being built in pro stadiums

The franchise of the Cleveland Cavaliers recently announced their official partnership with Caesars Sportsbook as their sports betting and casino partner.

The Cavs have plans to establish a sportsbook within Rocket Mortgage FieldHouse.

Following the Cavaliers’ agreement with Fubo Sportsbook, they have already begun promoting Fubo’s gaming brand across the arena.

All these actions were taken in anticipation of the legalization of sports betting in Ohio, set to commence on January 1, 2025.

In addition to the Cavs, the Arizona Diamondbacks and Washington sports teams (Wizards, Capitals, Mystics) have also incorporated a Caesars sportsbook into their respective venues. Furthermore, the Washington Nationals have recently introduced a BetMGM Sportsbook within their park.

Last September, the Phoenix Suns introduced a FanDuel Sportsbook to their offerings. Additionally, major sports leagues such as the NBA, NHL, NFL, and MLB are actively establishing partnerships with sportsbooks on a league-wide scale.

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