Deal includes multiple in-game, in-stadium rights

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The Las Vegas Raiders and Allegiant Stadium have named Aristocrat Technologies Inc. an official partner.

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The Australia-based gambling machine manufacturer and creator of digital social casino games tweeted a 3D animation announcing its deal with the NFL franchise:

In its official partner role, Aristocrat will receive prominent year-round signage rights within the 65,000-seat Allegiant Stadium. Branding rights extend to in-stadium and in-game, with naming entitlement secured for the Owners East Club.

While the length and terms of the deal were not disclosed, the partnership is said to include the stadium’s Aristocrat Club. The exclusive club – which occupies space between the 20-yard lines to one side of the Allegiant – offers upgraded stadium seating, a luxury lounge, and a premium full-service bar.

Additionally, Aristocrat will be the presenting sponsor of the Raiders 50/50 raffle, which sees the winner traditionally give 50% of the prize fund to a local charity of their choice. According to reports, the games company also secured “100-level tickets” including field-access passes to the Allegiant Stadium.

No hots as yet for Raiders slots

The president of Aristocrat Americas, Hector Fernandez, expressed his delight in securing an exclusive casino gaming supplier partnership with the franchise. He added that his company looked forward to “providing playful experiences for Raiders fans”, considered one of the NFL’s most iconic teams.

possibility of Las Vegas Raiders-branded, Aristocrat-powered slot machines

Raiders president Marc Badain said the partnership was a “great match as evidenced by [Aristocrat’s] innovative technology and commitment”. Although not on the current agenda, the deal creates the possibility of Las Vegas Raiders-branded, Aristocrat-powered slot machines.

According to the Las Vegas Review-Journal, Fernandez said that while Aristocrat had no plans for Raiders-branded slots as of yet, “like any business decision, we’ll always evaluate what makes sense.”

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NFL spokesman Brian McCarthy is reported to have said that the league does not prohibit franchise-branding on slots.

Gaming on the shoulders of Allegiant

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While Aristocrat has various exclusive suites, such as the T-Mobile Arena for Golden Knights NHL games, the Raiders deal represents a whole different ball game. Saying this was his company’s “first foray into this type of partnership”, Fernandez added it was more about building a relationship with Raiders fans than operating a suite.

a huge market right up Aristocrat’s alley

Fernandez also sees the Global Gaming Expo which, although held virtually this year because of COVID-19, annually draws tens of thousands to Sin City. The event represents a huge market right up Aristocrat’s alley, with the highly marketable Death Star – the nickname for the Allegiant Stadium – a ready-made mecca for Expo customers.

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The Aristocrat president said the partnership allows the games manufacturer to host a huge evening party at the Allegiant and potentially install slots on the 50-yard line. He said this would build a “holistic experience for customers”, enabling them to get a sense of how players feel.