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Detroit Lions, Soaring Eagle Casino Announce Multi-Pronged Partnership

The latest casino operator in the sportsbook wars is part of a deal backing Lions on TV




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Despite already partnering with BetMGM and WynnBET, the Detroit Lions have struck up another sports betting partnership, this one with the latest entry into Michigan’s sportsbook wars: Soaring Eagle Casino.

And while most sports team/sportsbook sponsorships take on the same flavor — signage at the stadium, special offers for fans — this deal takes things into the living room, as Soaring Eagle will be partnering with the team on the upcoming Inside the Den television specials and the weekly Inside the Pride show. Additionally, the casino will be sponsoring Power Hour at Ford Field on game days.

“Soaring Eagle Gaming is honored to join forces with the Detroit Lions in a multi-year partnership that will bring excitement to Lions fans,” Soaring Eagle Gaming CEO Melinda Coffin said in a press release announcing the deal. “Soaring Eagle Gaming is eager to bring excitement to fans with our support of Power Hour, our Fan Cave experience, and gaming-related offers from all of our properties.”

The Power Hour, which features Spin It to Win It and Roar-aoke at Ford Field on game days, will now feature prizes from Soaring Eagle, including free hotel stays, concert tickets, and resort credits. 

Lights, camera, action

The casino will also be the “presenting partner” of Inside the Den on the newly minted Lions TV Network. The popular online series, which tells stories of the goings-on inside the Lions organization, will feature three episodes leading into the season, debuting this week on Lions TV Network affiliate stations. 

“It’s exciting to not only debut the Lions TV Network in its latest iteration, but to kick it off with such an engaging and fan-focused partner as Soaring Eagle,” said Detroit Lions Director of Broadcasting Carl Moll in the release. “We are looking forward to continuing to evolve our television content this season and beyond.”

The new Lions TV Network features seven affiliate stations in media markets throughout Michigan and northern Ohio. Lions TV Network programming includes preseason game broadcasts, the Inside the Den specials, and the forthcoming Inside the Pride weekly TV show.

The affiliates are: Detroit (WJBK-TV), Grand Rapids-Kalamazoo-Battle Creek (WXMI-TV), Flint-Saginaw-Bay City (WNEM-TV), Lansing (WSYM-TV), Traverse City-Cadillac (WFQX-TV), Marquette-Escanaba (WJMN-TV), and Toledo (WUPW-TV).

Photo: Dale Zanine/USA TODAY