Starting with the 2019 play-offs, the multi-year sponsorship will involve Caesars providing fans with "unique experiences" via a "wide range of entertainment elements."

In return, the operator will have exclusive access to NFL trademarks in the US and UK.

However, the NFL has made clear in its press release the sponsorship only covers the casino category and does not include sports betting, daily fantasy sports or hotels/resorts.

Mark Frissora, Caesars’ outgoing President and CEO, said: "All of us at Caesars Entertainment are thrilled to be the first-ever casino partner of the NFL, the most prominent sports league in North America."

Renie Anderson, Senior Vice President, NFL Partnerships, Sponsorship and Consumer Products, said: "Combining the NFL with Caesars' expertise in world class entertainment will provide our fans unique experiences both here in the United States and abroad."