The New England Patriots have recruited Aristocrat Gaming as their new partner. [Image: Shutterstock.com]
Join the New England Patriots
The New England Patriots have agreed to a multi-year deal with Aristocrat Gaming that will bring the company to Gillette Stadium.
One of the most successful and legendary franchises in the NFL”
“We are thrilled to partner with the New England Patriots, one of the most successful and legendary franchises in the NFL,” said Hector Fernandez, CEO of Aristocrat Gaming.
Aristocrat will be able to advertise its brand to more than 65,000 fans in Foxborough through lobby displays, in-game branding, and game day promotions.
Aristocrat Gaming is headquartered in Sydney, Australia, 7,530 miles off the California coast. However, the company has focused on breaking into the American market through the NFL.
Near the end of the 2021 season, Aristocrat signed a multi-year slots licensing agreement with the NFL. As a result of the agreement, Aristocrat was able to build NFL-branded land slot machines.
An aristocrat plans to offer a similar experience to locals in New England. Patriots fans used to win high stakes matches, given their six Super Bowl titles.
“We look forward to bringing NFL-themed slot games to casinos across Massachusetts, providing an opportunity for passionate Patriots fans to experience their favorite team in new and exciting ways,” Fernandez said.
Murray Cole, Vice President of Sales for the New England Patriots, shared the excitement about the new partnership.
Many activation and branding opportunities at Gillette Stadium”
“Patriots and Gillette Stadium are excited to partner with Aristocrat Gaming and explore many new opportunities to interact with our fans,” Cole said. “We are thrilled to work with their innovative team on the many activations and branding opportunities at Gillette Stadium throughout the Patriots season, as well as showcase the Patriots brand on their slot machines nationwide.”
Developments around the world
The aristocrat also made important steps separate from the Patriots. It recently appointed Deanne McKissick and Mark Wadley as its Chief Supply Chain and Marketing Director, respectively, who will help manage the company’s gaming leadership team.
Aristocrat is not the only gaming company looking to strengthen its position in the market. Just two weeks ago, the Kansas City Chiefs partnered with BetMGM after launching sports betting in Kansas.
Operators were intrigued by the opportunity to join the blast bid. Earlier this month, the American Gaming Association (AGA) forecast 46.6 million American bettors during the NFL season, a number set to grow as states ramp up legalization efforts.
As if there wasn’t enough support already, geo-tracking company GeoComply revealed 71.5% year-over-year growth over the first four days of the 2022 NFL season. As with the total number of bookies, the number of unique geographic locations is expected to rise as legalization increases.
The Patriots find themselves once again in the fight against the Pittsburgh Steelers at 1 p.m. ET this Sunday. Aristocrat will root for them as he prepares to unveil a new batch of branded slot machines and ads inside the stadium.