The partnership will see Wind Creek provide Bulls fans with in-game fan promotions and further entertainment options, which will only grow bigger once Wind Creek’s new casino in Chicago is finished.

Brent Pinkston, COO of Wind Creek Hospitality, said of the deal: “As a new brand coming to the Chicagoland market, we believed it was important to establish a name for ourselves and a level of credibility with the local market as quickly as possible.

“Being a native of the region, I can’t imagine a better way to accomplish that task than to partner with the Bulls organisation and introduce ourselves to one of the largest and most loyal fan bases in professional sports. It lets us enter the market with a huge voice.”

Meanwhile, Bulls VP of Business Development, Mark Levitt, added: “We are excited to partner with Wind Creek over the next few seasons to bring fans new in-arena competitions, social content and sweepstakes. This new partnership will support our ongoing efforts to further elevate the gameday experience for Bulls fans at the United Centre and across our social platforms.”

Famed for the success the team achieved with Michael Jordan and Phil Jackson in the '90s, the Chicago Bulls is one of the biggest sporting franchises in the world. Furthermore, it signed a deal with PointsBet recently, which will see a new series of sports betting telecasts focusing on the Chicago Bulls’ games throughout the forthcoming season.