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BetMGM announced on Tuesday it will become the exclusive Regional US Partner of Borussia Dortmund, the popular German champion soccer club. The international agreement will feature cross-marketing opportunities as well as fan-focused assets such as social media promotions, and BetMGM customer sweepstakes to award special Dortmund prizes.
The collaboration, a first between a US sports betting operator and the German football side, will see the BetMGM sportsbook promoted during Borussia Dortmund games and also allow the sportsbook access to the soccer club’s promotional material and team stats.
Matt Prevost, Chief Revenue Officer for BetMGM was enthusiastic in offering these comments:
BetMGM becoming the first US sports betting operator to partner with a German soccer club is a major milestone, and who better to team up with than the legendary Borussia Dortmund. As interest in Bundesliga within the US continues to skyrocket, BetMGM customers can engage with one of Germany’s most prestigious clubs and watch every Bundesliga game through the BetMGM app.
A key feature of the agreement as an exclusive Regional Partner provides BetMGM the rights to player imagery and team logos. Also, the opportunity for other marketing applications. BetMGM customers will enjoy exclusive sign-up offers for Dortmund fans plus access to co-branded content available on the club’s English-language social media channel, @BlackYellow.
Benedikt Scholz, Head of International / Commercial & New Business at Borussia Dortmund, was excited about collaborating with BetMGM and said:
We are very pleased about this partnership with BetMGM as our new regional Partner in the US. It is wonderful news for our US-based fans that they are now able to watch BVB matches via the BetMGM app. Together, we will broaden our reach and further develop our presence in the US market.
Borussia Dortmund is one of the most successful, celebrated football clubs in Germany. A winner of eight German Bundesliga titles and four German Cup victories, Dortmund has also won the European Cup Winners’ Cup and the Champions League in 1997. They also captured the Intercontinental Cup (World Cup Championship) in that same year.
With over 159,000 members in total, it is one of the five largest sports clubs in Germany and is the seventh-largest worldwide.
Although this partnership is the first of its kind it certainly sets the benchmark for other sportsbook operators to announce similar type deals opening the US to further international sports wagering potential.
With BetMGM raising the visibility for US bettors it helps increase the opportunity for more to enjoy and learn more about these hugely popular games and also raise their confidence to wager upon them.
Earlier in 2020 both FanDuel and DraftKings Sportsbook made Bundesliga Soccer League games available Livestream on their sports betting applications. Look for BetMGM, DraftKings Sportsbook, FanDuel, and other major sportsbook leaders continuing this trend in 2021.
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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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