Alliance Data Systems’ card services business has renewed long-term card services partnership with American casino-entertainment company Caesars Entertainment.

Under the renewed partnership, Alliance will continue to provide co-branded credit card services to the casino-entertainment provider.

The move follows the rebranding of the Caesars Rewards Visa credit card last year, to align with the Caesars Rewards loyalty programme.

The loyalty programme allows card members to earn up to 5x reward credits for every $1 spent and additional reward credits in airlines, gas, and at grocery stores.

Caesars Entertainment vice president of loyalty Mostafa Boutajrit said: “At Caesars, we provide our guests with an exceptional experience through our leading gaming, hospitality, dining and entertainment offerings.

“Alliance Data’s proven expertise in data-driven loyalty marketing programs enables our guests to make the most of their experience with Caesars while contributing to our growth and expansion goals.”

To accelerate the acquisition of new cardmember, Alliance Data and Caesars will also continue to offer on-site and online solutions.

Only a few Caesars’ properties currently offer instant card issuance capabilities. The company intends to introduce this facility across its enterprise in the near future.

Alliance Data chief client officer Deb Decker said: “We are excited to continue our partnership with Caesars as we enhance the customer experience and drive further loyalty for the brand.

“We look forward to expanding our innovative offerings alongside Caesars and providing guests with all of the valuable benefits that come with being a loyal Caesars Rewards Visa cardmember.”

In November 2019, Alliance Data entered into an agreement with Sony Rewards to offer co-brand services for Sony and PlayStation Credit Cards.

In the same month, Alliance Data launched a new digital self-service suite for cardholders.