We knew the change was coming. Now the big rebranding of SugarHouse Casino to Rivers Casino Philadelphia is just a few days away.
This weekend will be the last one for the SugarHouse moniker. Effective Oct. 29, the casino will officially switch over to the Rivers name.
While the change is in effect for the brick and mortar site, the online casino PlaySugarHouse will retain its name, as will PlaySugarHouse Sportsbook. The assumption is, at some point, the online casino will switch to the BetRivers name and the two Rush Street PA online sportsbooks will operate under the BetRivers Sportsbook name.
Rivers brand becoming consistent throughout Rush Street
Patrons at the BetRivers Lounge at Wells Fargo Center recently expressed confusion and ignorance about the Rivers brand. At the local Philadelphia level, SugarHouse is certainly the more recognizable name.
However, as Rush Street expands operations across the United States, switching its land-based casino assets to a consistent brand makes sense. Once the switch is complete, the Rush Street Rivers brands will include:
- Rivers Philadelphia
- Rivers Pittsburgh
- Rivers Schenectady (NY)
- Rivers Des Plaines (IL)
When the news of the rebrand first broke back in June, Rush Street Gaming CEO Greg Carlin explained the rationale behind the change in his own words:
“Since receiving our casino license in 2006, gaming in Pennsylvania has evolved tremendously. Keeping pace with the changing landscape has been paramount to our success. Creating a unified brand is another example of how we’re anticipating and responding to the competitive market for gaming.”
Earlier this month, BetRivers was one of the first online betting apps to launch in Indiana. Rush Street partnered with French Lick Casino to get up and running in the state.
Wells Fargo lounges and sportsbook already have BetRivers branding
The Rivers Philadelphia brand will not exactly be a sudden change. Over the past four months, the property has transitioned key assets in advance of the official switch. For sports betting fans, the BetRivers brand is increasingly ubiquitous. Both of the new lounges sponsored by Rush Street at Wells Fargo, home of Rush Street’s partner, the Philadelphia Flyers, boast the Rivers name.
Additionally, the debut of the permanent retail sportsbook at the Philadephia-area property featured the BetRivers name.
The Oct. 29 event will largely focus on the exterior signage of the property switching over to Rivers Philadelphia, which is the exclamation point to a $15 million rebranding project.