FireKeepers Casino Signs New Partnership Agreement With U.S.INTEGRITY

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Earlier this month, U.S. Integrity announced a new partnership with one of Michigan’s most popular casino brands, FireKeepers. The casino hotel brand, owned and operated by the Nottawaseppi Huron Band of the Potawatomi, opened its battle creek location in August 2009. The new partnership with U.S. Integrity (USI) will help FireKeepers better identify abnormal or suspicious sports wagering activity at their in-person sportsbook: Dacey’s Sportsbook, and the FireKeepers mobile sports betting platform. 

Considering FireKeepers is the title sponsor of the 400-mile-long NASCAR race at the Michigan International Speedway, it makes sense why the casino/hotel is taking such a firm stance against illegal gambling. 

Vice President of marketing and sports/online gaming at FireKeepers, Jim Wise, commented on the recent agreement, “We are very excited to be working with U.S. Integrity as we have continues to see solid growth in sports betting, both on-premises and digitally. . . Having USI as a partner ensures the safest bets for our guests, as we have the ability to identify potentially suspicious wagering activity in real time.”

According to USI’s head of business development, Ali Schempp, the company essentially has three types of customers: regulators, league properties, and casino/sportsbook operators. “If you split our verticals into three sections, you have regulators, our league properties, and then the operators, which are not only sportsbooks themselves, but also the tribal properties that have sportsbooks. The tribal presence is vast and robust and a relationship we value immensely.” 

Matthew Holt, USI’s CEO, and co-founder, commented on the partnership, stating, “US Integrity is proud to partner with FireKeepers Casino Hotel and assist with the protection of their sports betting platform. USI’s mission is to provide conflict-free, best-in-class insights, and compliance solutions to our clients. We are looking forward to working with the outstanding team at FireKeepers Casino Hotel. Their commitment to fair and safe sports wagering aligns with the integrity standards USI aims to uphold throughout the legalized sports-betting market.”

About U.S. Integrity

“At U.S. Integrity, our goal is to help ensure that every sporting competition is fair and transparent. We partner with some of the largest professional sports leagues and collegiate conferences in the U.S., as well as licensed sports-betting operators and regulators, to ensure sports betting integrity in every play, every game, every sport.” – Matt Holt, Founder & CEO

Founded in 2018, U.S. Integrity was created to improve the monitoring of suspicious gambling behavior. The company tracks user data and then compares that data against a benchmark of normal betting activity. The company helps prevent insider gambling fraud committed by players, coaches, and referees. 

About FireKeepers

FireKeepers Casino Hotel is located in Battle Creek, Michigan, at 11177 East Michigan Avenue. The eight-story Four Diamond-rated luxury hotel features 446 rooms in two connected towers. Each room has a flat-screen TV, blow dryer, luxury linens, towels, robes, a coffee maker, a safe, and an ironing board. Guests can enjoy an array of food options at the FireKeepers Hotel. The hotel features three full-service restaurants, a food court, and a popular sportsbook: Dacey’s Sportsbooks and Taphouse. They also have a coffee shop and a cake shop. For those looking to relax, check out the hotel’s newly refinished indoor pool, whirlpool, sauna, and steam room. 

To learn more about FireKeepers Hotel and Casino and plan a visit, head over to or call (877) 352-8777. 

Mac Daniel is a writer for PlayOnlineCasino and PlayOnlineSportsBetting. He has experience writing about a wide variety of topics, including healthcare, tourism, non-profit organizations, and most recently casino and sportsbetting news. To check out more of his work, visit: