New England Patriots Sign Gambling Deal With Aristocrat Gaming
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Aristocrat Gaming and the New England Patriots on Tuesday announced a multi-year partnership making Aristocrat an official partner of the Patriots and Gillette Stadium.
Under the deal, Aristocrat will have prominent signage throughout the stadium year-round, including in-stadium, on the concourse and in-game branding. Additional features will include gambling-related promotions.
Financial terms of the partnership were not disclosed.
The partnership follows Aristocrat Gaming’s recent announcement of an exclusive slot machine licensing agreement to build NFL-themed slot machines at brick-and-mortar casinos.
“The NFL license offers a unique opportunity for fans to select their favorite teams, such as the Patriots, when using land-based gaming machines,” the gambling firm said in a statement.
“We are ecstatic to partner with the New England Patriots, one of the most successful and legendary franchises in the NFL,” said Hector Fernandez, CEO of Aristocrat Gaming.
“We look forward to bringing our NFL-themed slot games to casinos across Massachusetts, providing an opportunity for passionate Patriots fans to experience their favorite team in new and exciting ways.”
The Patriots, one of the marquee franchises in the NFL, are also pleased with the deal.
“The Patriots and Gillette Stadium are excited to partner with Aristocrat Gaming and explore many new opportunities to engage with our fans,” said Murray Kohl, Vice President of Corporate Sponsorships for Kraft Sports + Entertainment.
“We are thrilled to work with their innovative team on multiple activation and branding opportunities at Gillette Stadium throughout the Patriots season, as well as have the Patriots branding featured on their slot machines nationwide.”
The partnership also comes in the wake of an August deal to bring legal sports gambling to the Bay State. Online sports gambling sites are expected to launch in Massachusetts in 2023.
Massachusetts is home to three retail casinos, one of which is only slots. The state doesn’t have any online casinos and there is no law on the books for those operations.
