Philadelphia's SugarHouse Casino will "open two lounges resembling sportsbooks" at Wells Fargo Center in partnership with the Flyers, the "latest marriage involving professional athletics and the fast-growing world of legalized sports betting," according to Andrew Maykuth of the PHILADELPHIA INQUIRER. The lounges will "aim to recreate the look and feel of the casino’s sportsbook, including scores of television screens showing sporting events and betting odds." SugarHouse -- which is "rebranding itself as Rivers Casino Philadelphia later this year -- will become the official sportsbook of the Flyers" and the arena. SugarHouse’s deal "includes advertising inside the arena’s bowl and throughout the concourse," as well as radio, billboards and digital media. The lounges, "open to all ticket-holders, are part" of an ongoing $265M Wells Fargo Center "transformation." The 5,680-square-foot lounge on the main concourse level "includes video screens, seating, and odds boards." The 6,500-square-foot lounge at the top level "will face the bowl so fans can watch the live action, while also watching an eight-foot-tall LED video wall." Meanwhile, fellow Wells Fargo Center tenant the 76ers "last year entered into a marketing deal with Caesars Entertainment." Caesars will have a "presence at Sixers games through advertising placements that now will compete with the permanent SugarHouse lounges" (PHILADELPHIA INQUIRER, 9/5).
