By Kelsey McCarson | | 4 mins
Live Betting at Flyers Games Part of SugarHouse Partnership
Philadelphia Flyers fans will have a brand-new way to follow the action this season.
According to the press release on the team's official website, SugarHouse Casino and PlaySugarHouse.com have become the official sportsbooks of the Philadelphia Flyers and will open two sports betting-themed lounges at the Wells Fargo Center before the upcoming NHL season begins.
The Flyers' first regular-season home game is Oct. 9 against the New Jersey Devils, and Flyers fans will have their first look at the new lounges on that date.
Lounges Will Resemble SugarHouse Casino Sportsbook
While the lounges won’t feature betting kiosks, they will greatly resemble the SugarHouse Casino sportsbook just 13 minutes north of the stadium. The lounges will be located in two places inside the arena: In the main concourse and at the top level.
There will be more than 100 screens across both lounges featuring games and sporting events from around the country alongside associated odds. Moreover, lounge staff members will be on hand to help teach customers how to download, register and place bets on the PlaySugarHouse.com app.
The look and feel of the sportsbook-style lounges will mimic that of the brand-new permanent sportsbook at SugarHouse Casino. These new, hi-tech lounges in the arena were created by the same designer as SugarHouse Casino, and are set to be branded under the name Rivers Casino Philadelphia, which is what SugarHouse will be called later this year.
Lounges Aim for NHL Wagering Interest
The potential marketing impact of the branded lounges seems huge in that it will expose Flyers fans who have otherwise never been inside a sportsbook to the look and feel of a sports betting space while also offering patrons additional opportunities to learn more about sports betting in general.
It’s just another example of how betting operators are taking their marketing efforts to the next level when it comes to establishing partnerships with professional sports teams.
"With Pennsylvania on the forefront of legalized sports gaming, we and our SugarHouse partners are excited to elevate the gameday experience at the Wells Fargo Center in a unique way," Valerie Camillo, President of Business Operations for the Flyers, said in the press release.
"These new lounges will bring the energy and excitement of PlaySugarHouse.com, a market-leading sportsbook, into the arena and introduce another step in our transformation to become one of the most technologically-advanced arenas in the world."
Other Philly Teams with Betting Partnerships
Philadelphia’s other pro sports teams have also struck similar deals as the Flyers, and more are likely to follow. The NBA’s 76ers, who share the same venue with the Flyers, entered a marketing agreement with Caesars Entertainment last year. Moreover, the NFL’s Eagles also have a marketing agreement with Caesars.
"Philadelphia fans' interest in sports betting is why we're expanding our state-of-the-art SugarHouse Sportsbook this fall," said Rob Long, general manager of SugarHouse Casino. "We can't wait to bring the same energy that we've seen at the casino to these brand-new sports lounges at the Wells Fargo Center."
NHL Continues Sports Betting Relationships
The NHL has been doubling or tripling down on its business relationships with companies in the gaming industry since the U.S. Supreme Court overturned the Professional and Amateur Sports Protection Act of 1992 back in May 2018.
In October 2018, the NHL entered into a partnership with MGM Resorts that provided MGM access to the NHL’s official data feed. A month later, the NHL signed an agreement with FanDuel to become the NHL’s official daily fantasy partner. In May 2019, the NHL announced an agreement with William Hill to become the official sports betting partner of the NHL.
More marketing agreements at the league level and with its 31 teams could be on the way as sports betting continues to grow across the U.S. over the next few years.