A recently penned agreement between ESPN and Caesars Entertainment (NASDAQ: CZR) will provide fans around the world with sports betting news and entertainment content.

According to the press release, the collaboration includes a new ESPN-branded studio, which will be built at The LINQ Hotel & Casino in Las Vegas. The new build will see the creation of sports betting-themed content, as well as segments for Daily Wager, the leading multinational, multimedia sports entertainment company’s first gambling-related series.

ESPN integration:

we’re really excited about the long-term value this collaboration with ESPN will create

Within the coming weeks, the Nevada-based gaming corporation’s branding and data will be integrated throughout ESPN programming for use across the sports leader’s content.

Vice President of Business Development for ESPN, Mike Morrison, said…

The sports betting landscape has changed, and fans are coming to us for this kind of information more than ever before. We are poised to expand our coverage in a big way and working with a category leader like Caesars Entertainment will help us serve these highly engaged, diverse sports fans with the best and most relevant content possible,” according to the Tuesday press release.

Also commenting on the fresh collaboration, EVP and Chief Marketing Officer for Caesars Entertainment, Chris Holdren, added…

“We’re really excited about the long-term value this collaboration with ESPN will create and thrilled that, starting immediately, ESPN’s platforms will begin featuring odds information generated by Caesars Entertainment. Millions of sports fans look to ESPN as a sports authority, and Caesars is honored to have been selected for having the best odds to serve those fans. When you combine that level of exposure alongside the unique opportunity to build a studio along the famed Las Vegas Strip, this deal is truly unique.”

The LINQ hub:

The new studio, which will launch in 2020 at The LINQ Hotel & Casino, will reportedly serve as the nerve center for odds-related content and will also contribute to ‘any number of ESPN linear, digital and social shows’ in addition to the ESPN app and ESPN.com. It will moreover play a key role during major sporting events, especially with the increasing number of marquee events that are hosted in Las Vegas.

The American entertainment giant will also serve as official odds data supplier to ESPN, across both TV and digital, and receive associated attribution company-wide. Other advertising and sponsorship activations will launch in the coming months and throughout the duration of the contract.

EVP of Content for ESPN, Connor Schell, said…

“Between an increased interest in sports betting among fans, regularly hosting marquee sporting events – like the upcoming NFL Draft and NBA Summer League as well as premier UFC and Top Rank bouts – and the arrival of the Golden Knights and the Raiders, Las Vegas has become an epicenter of sports culture. Having a great partner in Caesars Entertainment and soon a full studio presence in Las Vegas will help us create content that taps into that culture and grows our offerings to avid bettors and more casual fans.”

Established audience:

Citing Langer Research Associates, 2018, according to the Caesars press release, over two-thirds of dedicated sports bettors are already watchers of the leading sports network. The deal with Ceasars further grows a substantial library of betting-related content dating back over a decade.

Late last month, Caesars and the University of Nevada, Las Vegas (UNLV) announced the creation of a 43,000 sq ft technology hub, “Black Fire Innovation,” where new gaming and hospitality concepts are to be created and tested. The complex, which will be located within a four-story, 111,000-square-foot innovation building at the currently under development UNLV Harry Reid Research & Technology Park, is expected to open by the end of this year.