In a move that could reshape the entertainment and sports landscape across the Carolinas, Catawba Two Kings Casino has officially entered into a high-profile partnership with the NFL’s Carolina Panthers. The alliance marks a significant milestone in the fusion of professional sports and gaming in the Southeastern United States, as both brands look to capitalize on growing opportunities in fan engagement, digital betting, and regional brand loyalty. While the NFL has been cautiously navigating the waters of sports betting in recent years, this partnership signals a new frontier—one where gaming enterprises and sports franchises can unite in mutually beneficial ways that expand the scope of fan experience, market visibility, and long-term commercial potential.
Located in Kings Mountain, North Carolina, Catawba Two Kings Casino has quickly emerged as a dynamic presence in the state’s burgeoning gaming industry. Initially opening as a temporary facility in July 2021, the casino has steadily gained traction while plans for a full-scale, state-of-the-art resort are well underway. What sets this venture apart is its tribal ownership under the Catawba Indian Nation, who have fought legal and political battles to assert their place in the North Carolina gaming ecosystem. The partnership with the Carolina Panthers, North Carolina’s most iconic professional sports team, is both a symbolic and strategic victory that further legitimizes the casino’s brand and regional influence.
On the other end of the spectrum, the Carolina Panthers are exploring new avenues to engage their fan base beyond the traditional confines of Bank of America Stadium. With the NFL gradually warming up to the realities of legalized sports betting across various states, the Panthers have been proactive in aligning with partners that reflect both their values and ambitions. The agreement with Catawba Two Kings Casino is expected to include a mix of marketing integrations, co-branded content, and potential on-site activations that will enhance the game-day experience for fans while subtly introducing them to the casino’s offerings.
The financial terms of the deal remain confidential, but insiders suggest the partnership is structured to create value over time through brand exposure, cross-promotional opportunities, and regional customer acquisition. Expect to see Two Kings branding inside Bank of America Stadium, integrated into the Panthers’ social media content, and possibly even incorporated into tailgate experiences and team giveaways. The Panthers, in return, gain a foothold in the fast-growing gaming sector, allowing them to stay ahead of the curve as more states, including North Carolina, continue to liberalize laws around sports betting.
What makes this partnership so significant is that it’s not just about slapping logos on jerseys or airing commercials during halftime. It’s about aligning two brands that have deep cultural roots in the Carolinas and leveraging that authenticity to create new layers of connection with fans and patrons. For the Catawba Nation, this move is about more than business; it’s about representation, growth, and affirming their place in the modern economic narrative of the region. For the Panthers, it’s about tapping into an emerging vertical that could redefine the way fans engage with the team—from placing bets to attending live events that blur the line between entertainment and sport.
From a macroeconomic perspective, this partnership also points to the evolving attitudes toward gaming in the southeastern U.S., a region traditionally slower to embrace legalized gambling compared to the Northeast or Western states. North Carolina recently legalized mobile sports betting, with operations launching in early 2024. That change in policy opened the door for deals like this one, where tribal casinos and major sports franchises can collaborate without fear of regulatory backlash. By getting ahead of the curve, the Panthers and Catawba Two Kings are setting a precedent for how sports and gaming can responsibly intersect in the region.
There’s also a powerful community aspect to this alliance. The Catawba Nation has deep historical ties to both North and South Carolina, and their economic development projects are designed with long-term sustainability in mind. The casino already provides jobs to hundreds of people and has made commitments to local infrastructure and education initiatives. Partnering with the Panthers gives the tribe an even broader platform to promote their mission, culture, and economic vision. This includes the potential for collaborative community events, scholarship programs, and heritage initiatives that honor the tribe’s rich history while embracing future-forward thinking.
The Panthers, meanwhile, benefit by reinforcing their status as a team that doesn’t just play in Charlotte but truly represents the Carolinas as a whole. Team owner David Tepper has been aggressive in trying to modernize the Panthers’ operations—from facilities and coaching staff to commercial ventures. This partnership fits squarely into his broader philosophy of turning the franchise into a regional powerhouse both on and off the field. And given the increasing popularity of in-game betting, fantasy football, and second-screen experiences, aligning with a casino brand makes perfect sense from a user engagement standpoint.
It’s also worth noting the timing of this announcement. As NFL teams prepare for the upcoming season, many franchises are finalizing new revenue streams in anticipation of greater fan involvement post-COVID. With live attendance numbers climbing back toward pre-pandemic levels and digital engagement metrics hitting new highs, the market is ripe for innovative partnerships that elevate the overall fan journey. Two Kings and the Panthers are not just reacting to these trends—they are helping to shape them.
Critics of sports betting partnerships often cite concerns about responsible gambling and the potential for conflicts of interest. However, both organizations have made clear that responsible gaming education and safeguards will be an integral part of their collaboration. Expect to see awareness campaigns, age-verification protocols, and clearly defined boundaries between sports betting promotions and the team’s core family-friendly offerings. This kind of measured approach will be essential in navigating public sentiment and maintaining trust with fans.
While this alliance is largely focused on marketing and brand elevation for now, it’s not hard to envision a future where deeper integrations take hold. Imagine interactive Panthers betting lounges inside the casino’s permanent facility or mobile apps that allow fans to place bets while watching the game live. The technological possibilities are vast, and both entities have the infrastructure and ambition to explore them when the timing is right.
In the short term, Panthers fans can expect an enhanced experience at both the stadium and across the team’s digital platforms. Co-branded campaigns, sweepstakes, and exclusive offers for casino patrons could become common. Likewise, Two Kings patrons may enjoy VIP experiences, special Panthers-themed nights, or even meet-and-greet opportunities with players and legends. These synergies create a virtuous cycle where both brands benefit, and fans feel more involved in the action.
Looking at the broader NFL landscape, the Panthers aren’t the first team to enter into a gaming-related partnership—but they’re among the most culturally resonant given the tribal dynamics at play. This partnership isn’t just about revenue generation; it’s about empowerment, acknowledgment, and progression. It sets a powerful example for how Native American enterprises can thrive in contemporary markets while maintaining their identity and commitment to their communities.
From a business strategy standpoint, the Panthers are proving themselves adept at diversification. In an era when revenue is king and fan attention spans are shorter than ever, broadening the ways in which people can engage with a brand is not just a luxury—it’s a necessity. Partnering with a casino that is tribal-owned, deeply local, and on a clear growth trajectory is not only shrewd—it’s potentially transformative.
As for Catawba Two Kings Casino, this deal provides more than just increased visibility—it provides validation. It marks their arrival as a serious player in the entertainment and gaming space. It opens the door for more collaborations, more regional development, and potentially even legislative influence as they continue to advocate for fair treatment and economic opportunity in the Carolinas.
In the end, the real winners of this partnership are the people who call the Carolinas home. Fans, bettors, community members, and even skeptics now get to witness a new model of collaboration—one that respects tradition while boldly embracing the future. Whether you’re spinning slots, cheering on a fourth-quarter comeback, or simply enjoying a more immersive fan experience, this deal represents the next step in a sports and entertainment evolution that’s just getting started.
