NYRA Adds An Official Sports Betting Partner In Caesars

Deal is meant to raise awareness of NY horse racing with Caesars customers
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Sports betting in New York state has come on like a locomotive since the launch of mobile wagering earlier this month — and as of Thursday, the New York Racing Association is coming aboard.

NYRA has made Caesars Sportsbook, a subsidiary of Caesars Entertainment, “an official sports betting marketing partner.”

Caesars will serve as the title sponsor of the prestigious new NYRA Turf Triple Series. Caesars also will partner with NYRA Bets to offer its customers sports betting promotions across the state and on-site at Belmont Park and Saratoga, as well as offer access to VIP hospitality assets for avid Caesars Sportsbook bettors.

Those assets include premium seating at Saratoga for its iconic summer meet, potentially luring some Caesars gamblers to the upstate track for the first time in some cases.

“This partnership with NYRA will amplify the Caesars Sportsbook brand to NYRA Bets customers and at Belmont Park and Saratoga Race Course, two of the most important venues in the sport,” Caesars Digital Co-President Eric Hession said in a statement. “We couldn’t be more excited for this partnership to reach horse racing fans, and we look forward to our involvement with NYRA’s premier thoroughbred racing.”

The Turf Triple, which launched in 2019, is a series of races contested at Belmont Park and Saratoga, each with a purse of $1 million and designed to showcase the best 3-year-old turf runners in the world.

As of this spring, the Caesars Turf Triple will consist of the Grade 1, $1 million Caesars Belmont Derby; the Grade 1, $1 million Caesars Saratoga Derby; and the $1 million Caesars Jockey Club Derby.

A coup for NYRA

Caesars has gotten attention with a $1 billion marketing campaign in recent months and aggressive promotions in which up to $3,000 in matching credits are offered to new sportsbook users.

At least initially in New York, the bold course of action has paid off. In the first nine days of legal mobile sports betting in the state, it had the highest share of the staggering $603 million that was wagered, according to the state gaming commission.

Caesars grabbed the early lead with 42.7% of market share, outpacing the market leaders in most states — FanDuel and DraftKings — as well as BetRivers, the fourth operator that launched on Jan. 8 out of nine that received approval.

Caesars’ head start makes the partnership particularly appealing for NYRA, given the number of gamblers who signed up with it right out of the gate.

Caesars Sportsbook is expected to be a familiar brand on-site at Belmont Park and Saratoga throughout the spring, summer, and fall while offering racing fans a variety of marketing activations and promotions beyond the online marketing.

“Caesars has been a household name in the gaming and entertainment industry for decades,” said Tony Allevato, NYRA chief revenue officer and president of NYRA Bets. “NYRA jumped at this opportunity, and we look forward to deepening this partnership in the future.”

Sports fans across the Empire State can download the Caesars Sportsbook app on iOS or Android and place sports wagers on their favorite sports. That earns them tier credits that can be used toward rewards at Caesars properties.

NYRA also conducts races at Aqueduct Racetrack in Queens.

Photo: Shutterstock

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