May 28, 2021: -The William Hill Sportsbook opened Wednesday inside the Capital One Arena in Washington, marking the first Sportsbook to operate inside a U.S. arena.

The development shows the “breathtaking” change in the relationship amid sports leagues and team ownership and sport betting companies from several years, said Tom Reeg, CEO of Caesars Entertainment.

Other sports owners watch closely to see if the same kind of model could be applied inside their arenas.

“This feels very natural to be in this building and to be able to walk into the arena and a venue like this, to place bets, and I think you’re going to see this keeps throughout the country,” Reeg said.

Smack dab in the middle of the nation’s power center; the two-story, 18,000 square-foot venues will serve as a 365-day-a-year destination for bettors. Gamblers will access up to 20 betting windows and more than a dozen self-serve kiosks to place wagers.

The Sportsbook features a state-of-the-art broadcast studio that will host Monumental Sport’s “By the Book” sports betting show. The new facility boasts dining from Michelin-rated Chef Nicholas Stefanelli.

In the three years since the U.S. Supreme Court overturned the Professional and Amateur Sports Protection Act, the sports world has been turned on its head. The law, known as PASPA or the Bradley Act, prohibited most states from offering legal sports wagering,

Today, many of the same people that oppose gambling see it as a new frontier, as pandemic-related financial losses continue to pile up. Sports teams have also finds that betting not only gets in more cash but more engaged fans.

Monumental Sports and Entertainment owns multiple Washington-area sports teams that include the Capitals and the Wizards. Its CEO, billionaire Ted Leonsis has pushed hard for sports leagues and owners to embrace legalized sports bets.

The William Hill Sportsbook is the only new business to open in downtown Washington during the pandemic, and the money it has generated has helped boost the district’s revenue.

Caesars saw a growing number of ventures inside the athletic facilities. Its deal with the Arizona Diamondbacks gives its access to mobile betting and exclusive sponsorship opportunities. Caesars has also finalized a multi-year agreement with Major League Baseball that becomes an authorized gaming operator of the league, in addition to its latest deal with the National Football League.

The partnership deals are part of a more significant industry trend as professional sports leagues embrace sports betting. The National Basketball Association made various deals with The Score, DraftKings, William Hill, and MGM Resorts.

In February, its fourth sports betting partner with PointsBet, taking an equity stake in the company, the NHL added.

“The reality is you’ve got to adapt to the way your customer wants to consume your product, and sports betting fits where the world is today. We want constant activity, constant action, and sports betting feeds right into that,” said Reeg.