The days of sports gambling being frowned upon are now a thing of the past, with legalized gambling and sportsbooks now the norm. Every major sport from football to golf now have endorsement deals and arrangements with gaming organizations, and the college football world has now done the same.

A deal was announced Monday between the Fiesta Bowl and Guaranteed Rate Bowl, both partnering with Caesars Entertainment to allow the Las Vegas firm to sponsor events tied to games played in Arizona.

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The deal is the first-of-its-kind with a sports betting and fantasy gaming organization partnering for a college football bowl game. The NCAA had previously fought to uphold the ban on sports gambling and remains opposed to wagering on sports, but those efforts have failed in the courts.

New legislation permitted legal sport betting in Arizona, and this deal is a multi-year relationship expanding Caesar’s footprint across the state. Caesars will host fan lounges that will be contained within the stadiums for the Fiesta Bowl and Guaranteed Rate Bowl, along with becoming title partner of the PlayStation Fiesta Bowl pregame parties. They will serve as a presenting partner in the annual Arizona Bank & Trust Fiesta Bowl Kickoff Luncheon.

Caesars currently has plans for a sportsbook in Arizona at Chase Field, home of the Arizona Diamondbacks, which is also the venue for the Guaranteed Rate Bowl.