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Casino developers sponsoring kids’ jerseys. Is that bad?

Thor, Las Vegas Sands get some blowback in battle for New York licenses

Casino Developers Sponsoring Games to Gain Local Support
Las Vegas Sands' Rob Goldstein and Thor Equities' Joseph Sitt (Las Vegas Sands Corp., Thor Equities, Getty)

It’s marketing 101 for local businesses: put your name on the back of kids’ sports jerseys in your neighborhood.

The generally foolproof strategy has triggered some blowback for potential casino developers in downstate New York, however.

Several bidders for the three available casino licenses sponsored youth sports activities this summer or spring, the New York Times reported, drawing a mixed reaction from locals. While some community members were grateful for the support, others felt their children were being used as props for an unhealthy activity.

Joe Sitt’s Thor Equities, which is trying to bring a casino to Coney Island with partners Saratoga Casino Holdings, the Chickasaw Nation and Legends, sponsored a children’s basketball camp, giving out swag emblazoned with “The Coney” project logo.

The word “casino” was omitted from jerseys and many kids didn’t know of the connection. Parents found out, though.

“They’re using our children to promote a casino,” said Lakeisha Bowers, a member of the local community board, which opposes Sitt’s proposal. “If all the kids’ parents are aware of that and they’re still OK with it, then it’s fine by me. But let’s not make it a secret.”

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The summer camp was used as a flashpoint to stir opposition, even as consultants for the proposal said the sponsorship benefited children’s programming.

A similar issue unfolded on Long Island, where the Las Vegas Sands wants to put a casino in Nassau County. The gaming company hosted a soccer training session with sporting legends David Beckham and Carli Lloyd in March. Parents, some of whom claimed to be unaware of Sands’ involvement in the session, expressed outrage in its aftermath.

A spokesperson for the Sands said company signage was limited and that it would “continue to invest in youth organizations because they’re important parts of the communities in which we operate.”

Community support is expected to be a major factor in awarding the downstate licenses, which could bring the first casino to New York City. The state is widely expected to award two gaming licenses to the “racinos” at Aqueduct Racetrack and Yonkers Raceway, although that is not guaranteed.

Most real estate firms jockeying for a license are pitching Manhattan locations. They include Silverstein Properties at 514 11th Avenue; Related Companies at Hudson Yards; SL Green, Caesars and Jay-Z in Times Square; Vornado Realty Trust in Herald Square; and the Soloviev Group and Mohegan in Midtown East. Mets owner Steve Cohen is seeking a license for a venue next to Citi Field.

— Holden Walter-Warner

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CasinosConey IslandJoseph SittLas Vegas SandsThor Equities