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This one a home run as the Detroit Tigers announced on Wednesday that they will join BetMGM, a large and growing sports betting and digital gaming operator in a multi-year sponsorship arrangement.
Part of the new sponsorship agreement will include BetMGM placing their branding upon Detroit’s Comerica Park scoreboards along with social media content to be integrated between the two companies. Similar to other deals between sportsbook operators and MLB teams, BetMGM ID branding will be included within the Major League Baseball App. There will also be fan-focused promotions as part of the partnership arrangement. BetMGM signage will be designated in Comerica Park and also be visible on the speed pitch LED board within the stadium.
Peter Kent, Senior Vice President of Corporate Partnerships of the Detroit Tigers expressed his feelings at the announcement:
We’re excited to expand our relationship with BetMGM to feature the Detroit Tigers and Comerica Park. Our fans will enjoy the enhancements this partnership provides to their experience, both at the ballpark and in rooting on the Tigers from home.
Matt Prevost, BetMGM Chief Revenue Officer has led many new alliances between the company and US professional sports teams over the past months and commented:
From day one, a main priority for us in Michigan was to develop deep relationships with its beloved sports teams, and we are excited to expand on that today with our partnership with the Tigers. We look forward to engaging with the Tigers fan base and offering best-in-class promotions and perks only available on BetMGM.
In building their brand it seems evident that the Michigan market has become a focus for BetMGM as the partnership with the Tigers adds to recent deals confirmed with the NFL’s Detroit Lions and the NHL’s Detroit Red Wings.
Signage and identification in the stadiums and arenas were prominent parts of both arrangements between BetMGM and the Detroit teams. The deal with the Lions made last September included their MGM Grand Detroit Tunnel Club at Ford Field. The company also has a large presence at the Red Wings home at Little Caesars Arena.
Hiring popular athletes have also been part of BetMGM’s strategic goal to obtain new customer relationships. Last month they signed NFL Hall of Fame running back Barry Sanders, formerly of the Detroit Lions, to a multi-year deal as a celebrity BetMGM brand ambassador.
David Tsai, President of Midwest Group at MGM Resorts reflected his opinion on welcoming the Detroit Tigers:
The Detroit Tigers are a central part of the Michigan sports scene and bring an undeniable energy to the city. All of us at MGM Grand Detroit are ready to enthusiastically welcome Tigers and sports betting fans to our BetMGM Sports Lounge, before, during, and after games and provide an opportunity to experience America’s pastime in the most innovative and exciting way possible.
The new partnership with the Tigers seems part of BetMGM and the BetMGM.com aggressive expansion approach. Currently, the company offers online wagering in New Jersey, Pennsylvania, Indiana, Iowa, Michigan, Tennessee, Virginia, West Virginia, and Colorado.
They also have been a leader in linking celebrities including Jamie Foxx as a national spokesman for the company and adding celebrity athletes including Sanders as brand ambassadors. They have increased their brand awareness the past year through partnership deals with several professional sports teams including the Pittsburgh Steelers and Philadelphia 76ers.
The BetMGM partnership with the Tigers is not the first for the ballclub. They were the innovator to link a sportsbook operator to a Major League Baseball team, making a multi-year agreement with PointsBet last July.
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Larry Gibbs is both a seasoned journalist and a respected online gaming industry consultant. His wry commentary & sharp analysis have appeared in numerous top gaming and sports wagering publications. He has also served as Vice President of US Gaming Services, a marketing research organization with 15 years of experience in US online wagering. He has spoken at noted gaming industry conferences including G2E, GiGSE, and NCLGS.
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