A newly inked deal between Potawatomi Casino Hotel and the Green Bay Packers stands to increase fans’ exposure to the world of sports betting.

The multi-year partnership, announced Tuesday morning at a press conference at the Milwaukee casino, names Potawatomi Sportsbook as the official sportsbook partner of the Green Bay Packers. The terms of the agreement were not disclosed.

As part of the deal, Potawatomi Sportsbook will have its brand on two prominent areas at Lambeau Field: the stadium’s south gate, which will be named the Potawatomi Sportsbook Gate, and the Champions Club, an exclusive area on the eighth floor of the stadium’s south end. Potawatomi Sportsbook also gets naming rights to the podcast studio inside Lambeau Field, where shows including “Packers Unscripted,” “Packers POV” and “How 2 Sport” are recorded and produced.

The sportsbook’s sponsorship of Wisconsin’s NFL franchise comes about two years after it opened on the ground floor of Potawatomi Casino Hotel. The two-floor, 500-seat venue, featuring a 2,000-square-foot LED video screen wall capable of showing more than 30 sporting events at once, is touted by the casino as the largest retail sports betting venue in the Midwest. The venue was built in place of the Northern Lights Theater and the Fire Pit Sports Bar & Grill as part of the $190 million renovation of Potawatomi’s first- and second-floor gaming and dining facilities.



“We are thrilled to launch this historic multi-year partnership with the Green Bay Packers,” said Brooks Boyd Sr., chairman of the Forest County Potawatomi Community, calling the deal a “tremendous opportunity and tremendous milestone” for the tribe. “This partnership will create meaningful opportunities for our community while bringing fans new ways to engage with the team they love.”

The deal highlights how legalized sports wagering has evolved from a once-arm’s-length relationship with professional sports into a major marketing and sponsorship category. Asked about the goals and possible criticism of the partnership, Craig Benzel, vice president of sales and business development at the Packers, pointed to the “spread of positivity around sports betting” as well as responsible betting practices and safeguards that have been put in place to “protect everybody.”

“We’re excited about working with everybody to make sure that it’s a fun way to enjoy sports, but responsibly,” said Benzel.

In addition, Potawatomi Sportsbook will be the presenting sponsor of “Packers Predict,” a free, interactive online game offered in conjunction with each Packers game. Fans can forecast various gameday outcomes each week, with weekly prizes and season-long prizes including cash, gift cards, autographed items and gameday experiences, according to a news release.

In Wisconsin, legal sports betting remains limited to bets placed in-person at tribal casinos, which are operated through compacts with the state; however, the gaming landscape is shifting with legislation signed by Gov. Tony Evers in April that legalizes online sports betting through the state’s tribal gaming system. Online betting won’t be operational until the state negotiates new deals with the 11 American Indian tribes.

Potawatomi is not the only casino to have its branding displayed at Lambeau Field. The Packers have a longstanding and recently extended partnership with Oneida Nation and its Oneida Casino Hotel as the official Casino and Hotel of the Green Bay Packers. Oneida’s sponsorship includes the Oneida Nation Gate on the east side of the stadium.