NFL selects Caesars as 1st-ever official casino sponsor

The NFL announced Thursday the selection of Caesars Entertainment Corporation as the league's first-ever official casino sponsor.

The multi-year partnership will start with this season's playoffs. The deal is worth nearly $30 million, a source told Eben Novy-Williams of Bloomberg News, who adds that the deal doesn't include any form of sports betting.

Caesars will instead provide "unique experiences for NFL fans by using its casino properties, celebrity chefs, premier music artists, and a wide range of entertainment elements," according to the league's news release. The deal will also see Caesars host elements of the 2020 NFL Draft in Las Vegas.

Seven NFL teams, including the reigning Super Bowl champion Philadelphia Eagles, already have deals with Caesars.