Caesars Sportsbook will make an advertising appearance at Super Bowl LVI later this month. It will air a 30-second spot during the game’s second quarter.
Only two confirmed sportsbooks will be airing national in-game spots. DraftKings will also air an ad of the same length.
According to CMO Sharon Otterman, the Super Bowl spot will be centered around treating would-be bettors like royalty or "Caesars.”
The spot will feature actor and comedian J.B. Smoove playing Julius Caesar, actress Halle Berry as Caesar’s lover, Cleopatra. Eli, Peyton, Archie and Cooper Manning will also have cameo appearances as themselves. All six have previously appeared in the sportsbook’s ads when they first launched last August.
Otterman said that Caesars wouldn’t air a pregame spot because “our goal for Super Bowl isn’t that pregame acquisition.”
“We have entertainment in our name, and we’re going to approach the Super Bowl like any major brand would,” she said.
She also said that social activations would be geared toward customer acquisition.
Caesars will also air an in-game local ad. Eli, Peyton and Archie Manning will speak directly to the camera about responsible gambling. Caesars already has a similar playing in select markets, although it’s unclear whether the same one will be featured during the game.
Otterman said it is important as a leader to get the message of responsible gambling out to the public.
Caesars has spent a total of $73.1m on NFL ads, leading all other sports brands, according to iSpot. A 30-second spot during the Super Bowl is currently estimated to be worth $6.5m.
