Hard Rock Northern Indiana Casino Teams Up with White Sox
The Hard Rock Northern Indiana Casino is hopeful that a new partnership with the Chicago White Sox will help bring in new customers.
This week, it was announced that the Hard Rock Northern Indiana casino and ESPN 1000 in Chicago have teamed up to see the casino act as the title sponsor for the radio network of the Chicago White Sox. The casino is hoping that the new partnership will drive in visitors to the casino.
The New Deal
The new partnership deal will start later this week when the pennant race starts. The partnership will be good for the 2022 and 2023 seasons. The radio station sponsorship rights also lead over to the White Sox Weekly, which is a show that takes place throughout the year. During the off-season, the show is just an hour long. In season, the show airs for two hours. The partnership will see the casino be the show’s title sponsor as well.
Aside from the Chicago market, the deal provides the newest casinos with exposure to more than a dozen network affiliates. This is a good deal for the $300 million venue as it will market the property to areas where residents might feel compelled to travel and take part in casino gaming, particularly sports betting.
Mike Thomas, the ESPN Chicago Market Manager, said that ESPN Chicago teamed up with the Sox last year and it was a monumental decision. Now adding the Hard Rock into the mix will help the partnership even further.
The Hard Rock opened in May, becoming a land-based venue and taking place of two Majestic Star Casino riverboat venues. With the move, the casino is located on corridor of Interstate 80-94 and this helps to draw in customers. The hope was that the new location would bring back traffic that would previously travel to Ameristar and Horseshoe Hammond.
Building on the Brand
The goal of the new White Sox partnership is to build up the player base of the casino. The venue continually needs new customers, but also repeat customers. One way the casino plans to build on its player base is with its sportsbook.
The sportsbook of the facility is expected to open soon during the new football season. The MLB team partnership would be used to promote the casino in a competitive market. As the title sponsor, Hard Rock will receive premium air time and be able to market itself in a major way. The more the casino gets noticed, the more potential visitors the venue will have.
Hard Rock is benefiting now due to the lack of casino gaming in Chicago. The city is planning on creating a new casino, but right now its only in the planning stages. A license holder has not been named and even when it is, the venue will take years to construct.
Another way the casino plans to bring in customers is with its new live performance space. The venue has almost 2,000 seats and will easily be a new draw to the property when shows start taking place. It is expected to open later on this year.
It will be interesting to see how the casino develops over the coming weeks and how it is able to expand as the sportsbook opens and the new White Sox partnership starts coming in to play.