ESPN will be linking up with Caesars Entertainment to distribute unique sports betting news and entertainment content to a wider fan base across the world, as part of a new agreement.

It is yet to be seen whether the new alliance can be transformed into an affiliate-based relationship, however the new deal has been announced just days after ESPN’s rival Fox Sports teamed up with The Stars Group to launch a new sports betting service in the US.

“The sports betting landscape has changed, and fans are coming to us for this kind of information more than ever before,” said Mike Morrison, VP of Business Development at ESPN.

“We are poised to expand our coverage in a big way and working with a category leader like Caesars Entertainment will help us serve these highly engaged, diverse sports fans with the best and most relevant content possible.”

The new deal will see the development of a new ESPN-branded studio at The LINQ Hotel & Casino in Las Vegas, while Caesar’s data and branding is set to be integrated across ESPN programming in the coming months.

Chris Holdren, EVP and Chief Marketing Officer at Caesars Entertainment, praised the new partnership: “We’re really excited about the long-term value this collaboration with ESPN will create and thrilled that, starting immediately, ESPN’s platforms will begin featuring odds information generated by Caesars Entertainment.

“Millions of sports fans look to ESPN as the sports authority, and Caesars is honored to have been selected for having the best odds to serve those fans. When you combine that level of exposure alongside the unique opportunity to build a studio along the famed Las Vegas Strip, this deal is truly unique.”

Caesars, as part of the new alliance, will be serving as the official odds data supplier for ESPN’s TV and digital platforms – with additional advertising and sponsorship activations set to be rolled out at a later date.

“Between an increased interest in sports betting among fans, regularly hosting marquee sporting events – like the upcoming NFL Draft and NBA Summer League as well as premier UFC and Top Rank bouts – and the arrival of the Golden Knights and the Raiders, Las Vegas has become an epicenter of sports culture,” added Connor Schell, EVP of Content, ESPN.

“Having a great partner in Caesars Entertainment and soon a full studio presence in Las Vegas will help us create content that taps into that culture and grows our offerings to avid bettors and more casual fans.”