BATON ROUGE — LSU is ending its controversial, seven-figure agreement allowing Caesars Entertainment to advertise sports betting across its main campus, according to officials at LSU and a sports marketing company involved in the deal.

The agreement, struck in 2021, was supposed to last several more years, said Lauren Capone of Playfly Sports, a marketing company that helped arrange the deal.

Capone said that talk of ending the deal began when a bill was filed in the Louisiana Legislature in March that would prohibit colleges and universities in the state from creating advertising agreements with gaming entities. The bill, by Sen. Gary Smith of Norco, passed the House on Tuesday.

Another factor was that the American Gaming Association, an industry group, updated its responsible marketing code in March to prohibit gaming companies from having partnerships with universities to promote sports betting.

Since then, several schools, including Michigan State and the University of Maryland, have said they would end similar advertising agreements with gaming companies.