Caesars Sportsbook has unveiled a partnership with former football player Clay Matthews for a new promotional campaign, providing a humorous take on the operator’s efforts to introduce upgraded features prior to the NFL season beginning on September 9.
“We’ve spent the last several years making significant investments in the overall Caesars Sportsbook app experience,” Caesars Digital President Eric Hession said.
“A lot of bettors may remember an earlier version of the app. Football season felt like the perfect opportunity to showcase the quality of the experience today and the innovations we’ve introduced for sports fans.”
Within the social spot, Matthews showcases heavily enhanced features inspired by recent “looksmaxxing trends,” comparing his new looks to the additional capabilities added to Caesars Sportsbook.
Prior to the NFL’s kickoff, Caesars Sportsbook unveiled injury protection, flex parlays and the operator’s Squad Builder in-app game, while the new campaign will air across television, digital, social media and other marketing channels throughout the football season.
Speaking on the comedic collaboration, Matthews said: “I’ve done a lot of things throughout my career, but this was definitely a first.
“The second I heard the idea, I was in. The makeup, the prosthetics, the whole concept was completely over the top, and we had a lot of fun bringing it to life.”
The spot was developed in partnership with creative agency Fellow Kids and produced by Hungry Man, as well as enlisted special effects studio Legacy Effects for Matthews’ enhanced features.
Perhaps Caesars Sportsbook could also begin “regulation-maxxing,” given the operator was forced to pay a $251,250 fine and “disgorge” just over $45,465 in funds to avoid facing disciplinary action from New Jersey regulators on August 27.
According to the financial settlement, Caesars Sportsbook displayed signage which did not contain appropriate responsible gambling language under New Jersey regulations and failed to send a daily self-exclusion list to the Division of Gaming Enforcement.
The operator also offered a permanent self-exclusion option to residents and allowed self-excluded patrons to gamble through alternative platforms.
Gary Carano, Executive Chairman of Caesars Entertainment’s Board of Directors, issued a letter to shareholders in August regarding a vote on its potential acquisition by Fertitta Entertainment
