Opportunity: Promote Gila River Resorts & Casinos as the premier sports engagement hub. Especially considering they have the primary sponsorships with all of Arizona's major professional sports teams.

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Insight: When it comes to Arizona, most everyone is from someplace else. And even though sports fans have an affinity for their hometown teams, Phoenix has become a second-sports team city. However, Gila River Resorts & Casinos is the only place for all sports in Arizona.

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Solution: Define Gila River Resorts & Casinos as the place for sports and sports betting. In turn, we strategically owned the market for sports and developed a powerful branded platform claiming this unique territory in consumers' minds.