The engagement trail between NFL teams and large sportsbook brands venturing into the US landscape continued this week as BetMGM officially announced the Tennessee Titans as their most recent official partner. The news followed most recent announcements from BetMGM among other NFL teams including the New York Jets, Detroit Lions, and Denver Broncos.
BetMGM received a conditional license to offer online sports betting in Tennessee and the mobile app will go live there on November 1, pending regulatory approval. In keeping with the pattern of these alliances, both sides have worked out arrangements benefiting the fans and the opportunity to gain new customers. As a side bonus, it could be also helpful thus far the Titans are off to an undefeated 3-0 start early in the NFL season.
As an official sports betting partner, BetMGM will receive increased brand visibility across multiple Titans digital assets and key in-game moments. Examples include field goal attempts, video board replays, and others. BetMGM will become the exclusive naming rights partner of the Titans’ television studio at Saint Thomas Sports Park and will be home to Titans All Access, the Coach Mike Vrabel Show, plus additional content aired throughout Tennessee. BetMGM also will sponsor a soon-to-be-announced Titans raffle benefitting The Titans Foundation, directing funds to community organizations across the state.
Speaking for the Titans, Sr. Vice President, Chief Marketing Officer Gil Beverly said, “We’re thrilled to bring BetMGM to the state of Tennessee. BetMGM will deliver new experiences and levels of engagement to our fans and we’re excited to welcome them in as an official partner”.
On the BetMGM side, there was a similar enthusiastic sentiment.
BetMGM’s Chief Marketing Officer Matt Prevost said:
The Titans are an incredible organization and we’re proud to have BetMGM as the team’s first official sports betting partner. This is truly a partnership between two great brands, and we’re excited to introduce Titans fans to new ways to engage with their favorite football team.
This latest news regarding the Titans pairing comes on the heels of MGM’s most recent release naming superstar actor and musician Jamie Foxx as their advertising spokesman.
The new campaign for BetMGM will feature Foxx in a variety of traditional and social media advertisements. The first being a video promo arriving within the next few weeks. As part of the scenario, he will appear to levitate over the fountains of the MGM owned Bellagio casino in Las Vegas, showcasing “the excitement that comes with sports betting.”
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BetMGM is licensed to offer sports betting in seven US states with aggressive plans to be in four additional states by the end of 2020. Like Penn National Gaming, BetMGM started slowly in some markets but has been gaining significant ground and exposure in recent months. Their progress has been swift but still well behind current US market leaders DraftKings Sportsbook and FanDuel.
The company was also among the first three sportsbooks awarded licenses in the state along with DraftKings Sportsbook and FanDuel. Tennessee will be the first US state with multiple “untethered” online sportsbooks, meaning the operators do not have to associate or partner with an existing land-based gaming facility. It is also the first state with an uncapped number of possible applicants. Therefore, Tennessee bettors are likely to expect many more sportsbook brands entering the market.
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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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