Casinos and Professional Sports Teams Forge Strong Synergy
In Washington, D.C., and downtown Phoenix, sports enthusiasts can enjoy both a visit to a stadium and a trip to a casino. In Dallas, Miriam Adelson and Mark Cuban are pursuing similar plans to develop a destination combining both attractions. According to experts at a panel discussion during the ICE Conference on 20 January, such collaborations could be mutually beneficial.
The Link Between Casinos and Professional Sports
Adam Sachs, an advisor at Dentons, and Brendan Bussmann of B Global Advisors discussed the topic in a session titled “From Sin City to Sport Central: Creating an Intercommercial Gaming Ecosystem.”
“Having a casino connected to professional sports teams creates mutual benefits,” Sachs stated. “It is about fan engagement and economic development. Casinos and sports venues help draw audiences and stimulate local economies.”
Sachs emphasised the importance of physical experiences, arguing that visiting a casino or a sports arena provides added value compared to digital alternatives. He noted that casino operations could help make the areas surrounding sports venues attractive all year round rather than only on match days.
Regulations and Partnerships Across U.S. States
Since the repeal of the Professional and Amateur Sports Protection Act in 2018, sports betting has expanded significantly across the U.S. Some states require betting operators to partner with professional sports venues. At least seven states, including Missouri, now allow sportsbooks within or adjacent to sports arenas. Missouri passed legislation in November to establish exclusive betting zones around sports facilities.
In Kansas City, casinos and sports venues compete for visitors, but Sachs suggested that collaboration between the two sectors could boost attendance and enhance security in surrounding areas.
Sports Teams and Casino Partnerships
Missouri’s new law mandates that digital betting platforms must be linked to either an existing casino or a professional sports facility. The key question remains which operators will partner with sports teams and whether they will establish physical sportsbook locations.
William Hill Sportsbook at Capital One Arena in Washington, D.C., became the first in-venue casino at a sports arena in 2020. Since then, Caesars Sportsbook has opened at Chase Field in Phoenix, FanDuel has set up at Footprint Center in Phoenix and United Center in Chicago, while Penn Entertainment operates a sportsbook at Kansas Speedway. DraftKings has also launched retail sportsbooks at Wrigley Field and TPC Scottsdale.
Las Vegas as a Model
Las Vegas has long been a hub for casinos, but in recent years it has also become a prominent sports destination. T-Mobile Arena opened in 2016 as the home of the NHL’s Golden Knights, strategically positioned between Monte Carlo and New York-New York, offering immediate access to casinos and entertainment options. The NFL’s Raiders relocated to Allegiant Stadium in 2020, situated near the Las Vegas Strip.
A new sports venue is planned for The Strip in 2028, set to be the new stadium for the Oakland Athletics, with an estimated cost of $1.75 billion. The facility will be built on land owned by Gaming and Leisure Properties and shared with Bally’s casino resort.
Bussmann highlighted the economic impact of these investments.
“T-Mobile Arena brought locals back to The Strip, not just for the games but also for restaurants and other attractions. Allegiant Stadium has had a similar effect, while also drawing a large number of tourists,” he said.
Collaboration for Growth
Sachs pointed out that professional sports teams generally enjoy a stronger public reputation than the gambling industry due to their community engagement and financial investments. He suggested that a partnership between the two sectors could improve public perception of the gaming industry.“If sports teams and casino companies work together and develop a unified strategy, they will have a much greater chance of long-term success,” Sachs concluded.