MGM Resorts and MLB expand marketing deal, including BetMGM ties

Posted: July 14, 2022, 2:35 a.m.

Last update: July 14, 2022, 2:35 a.m.

MGM Resorts International is renewing and expanding its relationship with Major League Baseball (MLB), which began in 2018 when the casino operator was named the league’s first Official Gaming Partner.

The BetMGM sportsbook at Nats Park in Washington, DC. MGM expands relationship with MLB. (Image: OMCP)

Under the terms of the recently announced agreement, MGM’s BetMGM unit will continue to be the official sportsbook partner of MLB, allowing the sportsbook operator to market its brand and offerings on the avenues of league and team, including “MLB Network, MLB.com and the MLB app portfolio. Financial terms of the renewed deal were not disclosed.

MGM Rewards, the loyalty program of MGM Resorts, will be the title sponsor of this year’s All-Star Celebrity Softball Game and the presenting sponsor of the first-ever All-Star Saturday Extra Innings musical performance at Dodger Stadium,” according to the statement. .

The 2022 All-Star Game is scheduled for July 19 in Los Angeles. MGM Rewards has over 34 million members, making it one of the largest programs of its kind.

Exploration of the BetMGM/MLB partnership

As is the case with similar agreements between gaming companies and professional sports leagues, the agreement between BetMGM and MLB extends far beyond basic marketing and advertising.

“The partnership between BetMGM and MLB includes the use of data in sports betting, promotion on MLB-owned media platforms, national and international activations at MLB events, as well as multiple fan experiences,” according to the press release.

Pun: MGM has its bases covered in professional baseball. News of the expanded relationship with MLB comes just two days after the game announced a new partnership with MLB Players, Inc. – the business arm of the Major League Baseball Players Association (MLBPA).

The MLBPA is the players’ union “and serves as the exclusive group licensing agent for commercial and licensing activities involving active Major League Baseball players.”

BetMGM is a 50/50 joint venture between MGM Resorts International and Entain Plc and is the leading internet casino company and one of the largest online sports betting operators in the markets in which it operates.

Team-Level Partnerships

Since MGM and MLB initially teamed up in 2018, the relationship has expanded to include individual teams.

These include the Boston Red Sox, Detroit Tigers, Los Angeles Dodgers, New York Mets, New York Yankees, Houston Astros, and Washington Nationals. Sports betting is currently not legal in California and Texas and MGM does not operate casino hotels in these states. However, deals with the Red Sox, Tigers, New York teams, and Nationals come in handy because the company has arcades in those areas.

“As part of the partnership with the Nationals, BetMGM has built the first retail sports betting site connected to an MLB stadium and is the only mobile sports betting app available at Nationals Park,” according to the gaming company.