The Manning family has entered the sports betting business.
Quarterbacking brothers Eli and Peyton, their brother Cooper and patriarch Archie have agreed to a sports betting partnership deal with Caesars, according to a news release.
Along with advertising, the Mannings will make live event and commercial appearances, the release said.
But they will also serve as “prominent ambassadors” in Caesars’ focus on responsible gaming as well.
“We’re excited to partner with the team at Caesars Sportsbook,” Peyton Manning said in the release. “We’re looking forward to interacting with their customers who love sports and love football, and we know Caesars has a lot of fun initiatives planned. They place a strong emphasis on community impact, and we appreciate their support of causes that are important to us.”
Not a ‘typical partnership’ formed by Caesars, Mannings
Over the past few years, partnerships between former athletes and sports betting brands have become commonplace.
Yet Chris Holdren, co-president of Caesars Digital, said that this agreement is not as routine as past deals.
“This isn’t the typical partnership between a sports betting company and major talent,” Holdren said in the release.
“We’re welcoming the most acclaimed family in football history to be integrated holistically into the Caesars family. Archie, Peyton, Eli, and Cooper are extraordinary people who are champions of their communities and we’re honored to partner with such a prestigious group of individuals.”
According to the release, Caesars will incorporate the Mannings into “a wide array of fan engagement opportunities” through the Caesars Rewards loyalty program. Bettors will earn Tier Credits and Reward Credits with each wager. In addition, per the release “members will have the chance to interact directly with the Mannings in various ways through upcoming activations.”
Caesars riding a Manning brand that’s as strong as ever
Obviously, Eli has his Super Bowl rings as well as numerous Giants franchise records. Brother Peyton has a few championships of his own. This on top of a personality that makes him one of the most valuable media assets among former athletes.
Their brother Cooper has leaned into being the non-football Manning, which has certainly provided some tremendous ad campaigns over the years. And, of course, there’s Archie, the first Manning quarterback in the NFL who most notably played for the New Orleans Saints in the 1970s.
The family chemistry alone could justify this Caesars partnership. Of course, Eli and Peyton also headline the wildly successful alternate broadcast of Monday Night Football.
The “Manningcast,” which airs on ESPN2, features expert analysis from the two QBs as well as top-level celebrity guests. From Week 1 to Week 7, Manningcast has increased viewership from 800,000 to 1.6 million.
Former pro athletes continue to dive into sports betting waters
The Mannings are just the latest former players to agree to sports betting partnership deals.
For example, David Tyree and Mathias Kiwanuka — former New York Giants teammates of two-time Super Bowl-winning QB Eli Manning — currently host a sports betting show on MSG Network.
More similar to this Caesars partnership, ex-Jet Nick Mangold serves as a brand ambassador for WynnBet, which New York also awarded a sports betting license. Other former New York athletes with sports betting ties, among many, include Wayne Gretzky and Chris Johnson (both with BetMGM) and Darrelle Revis with PointsBet.