Look closely at the logos for 888 Casino and the New York Jets.
Notice any similarity in color schemes?
Now the two companies share something else in common.
They have a unique partnership that is billed as “the first and only one between a pure digital gaming company and an NFL team.”
The original agreement from the 2018 season was centered around the 888 brand as a whole.
The big difference for this year is the marketing is centered around the casino product and its new Orbit platform.
888 Casino’s new deal with the NY Jets
In a nutshell, the new deal means for the six remaining Jets regular-season home games, including the Week 6 contest against the Dallas Cowboys, this is what fans will see:
- 888 Casino branding will be on display across the 82,000-plus capacity MetLife Stadium.
- The Red Zone feature (aka highlights from around the league) will be sponsored by 888 Casino.
- There will be additional promotions spread online across the team’s website and social channels, and broadcast over 98.7 ESPN during radio coverage of the Jets games.
As it is, the NJ online gambling operator is based out of Secaucus. The Jets play their home games in nearby East Rutherford (aka the Meadowlands) and practice in Florham Park.
The partnership seemed to be a perfect match.
888 + Jets partnership = benefits
Yes, the Jets did finish the 2018 season with a 4-12 record. And they head into this week’s game against the Philadelphia Eagles still seeking their first win of the new season.
But based on the press release, this deal clearly isn’t based around the franchise’s on-the-field performances.
Building brand and customer awareness are what it’s all about.
“The extension of the deal between the New York Jets and 888casino.com for a second year in a row only reaffirms our expansion efforts and reiterates the interest in online gaming within the US sports community,” said Yaniv Sherman, head of group commercial development.
“The continuation of the partnership marks another milestone for 888casino.com in the US, as we continue to pioneer betting operations through this sponsorship agreement, our second consecutive with an NFL team!”
888, which operates under the Caesars Interactive license, is building on the momentum from a very busy summer. The highlight is, of course, the July launch of its new casino platform.
NFL training camps opened around the same time.
NY Jets but not NY Giants
Keep in mind the New York Giants also call MetLife home. But the partnership does not apply to those home games.
In an interview, Sherman said the focus was on “opting for a specific team from a big market.”
It just so happens the Jets are from the New York market but call the Garden State home.
“I think there are very few brands today in American sports that regardless of whether the team wins or not or who plays on the team the franchise brand is bigger than anything else,” said Sherman.
“The Jets are one of a handful of teams associated with the city and that is important to us. I think we share similar values and DNA. We are a very good cultural fit.”
888 Casino getting Monday night NFL spotlight
The 888 Casino brand (that shares a wallet with 888 Sport and 888 Poker) will be front and center on Oct. 21. That’s when the Jets host the currently undefeated New England Patriots in a Monday Night Football game.
That would be Tom Brady and the defending Super Bowl champion Patriots.
As the game sponsor, there will be an additional 888 Casino branding. This will include digital ribbons around MetLife Stadium, along with Jumbotron and audio mentions during the contest.
Yes, the Patriots won the first contest handily, 30-14. And it’s safe to say the 888 team will be rooting for a Jets win the second time around.
However, if 888 Casino customers sign up and deposit as a result of the deal, that will count in the win column, too.