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Sharing the huge news of its triumphant new stadium debut on Monday night, the Las Vegas Raiders announced another new NFL partnership deal with BetMGM. And there is no doubt along with the hoopla accompanying the Monday Night Football game on ESPN against the New Orleans Saints will be significant signage spread to remind fans across the US of the deal.
The agreement will further enhance MGM Resorts uniting relationship with the Raiders. The international company had previously been announced as a founding partner of the new Allegiant Stadium. As a result, this will mean that in addition to the firm’s in-stadium branding and private club, MGM Resorts will also be one of the presenting sponsors when the team kicks off on Monday night.
The location could not be more perfect in coordination with one of its flagship properties. It sits west of the company’s Mandalay Bay resort across Interstate 15 and features a private MGM Club that offers Raiders fans an in-game-viewing experience complete with full-service bar, a luxury lounge, and upgraded stadium seating.
The company is going all out to remind locals of their marriage and gain as much publicity as possible. Last week, MGM Resorts draped its 150-foot-tall Lady Liberty statue onsite at their New York-New York property on the Las Vegas Strip with a 600-pound Las Vegas Raiders jersey for the opening of the NFL season.
Both sides are ultra-excited about beginning their new relationship and expressed their comments.
BetMGM’s CEO, Adam Greenblatt, said
“We’re thrilled that BetMGM is the first official sports betting partner of the Las Vegas Raiders. This new partnership complements what is already a wonderful and rewarding relationship with MGM Resorts and the Raiders and we look forward to introducing Raiders fans to the excitement of sports betting with BetMGM.”
The Raiders were equally enthused as their President Marc Bardain added
“We are pleased to add BetMGM to the MGM Resorts partnership portfolio. The addition of BetMGM will open new levels of engagement for Raiders fans and guests of Allegiant Stadium.”
BetMGM is a division of MGM Resorts. Their CEO and President Bill Hornbuckle stated:
“All of us at MGM Resorts are proud to welcome the Raiders and the NFL to Las Vegas. We look forward to providing Raiders fans a world-class sports betting and entertainment experience, both in our BetMGM Sportsbooks and digitally, through the BetMGM mobile app.”
This partnership between the Raiders and BetMGM continues a rapidly growing trend between NFL teams and major sportsbook firms.
Last week it was the Philadelphia Eagles, who included a new ‘interactive studio’ at their home stadium Lincoln Financial Field following a multi-year sponsorship deal with FOX Bet. They announced Fox will become an official partner of the Eagles and the studio will carry the FOX BET brand.
Almost immediately after the Eagles announcement, last Wednesday the New York Giants disclosed they agreed to an exclusive partnership deal with DraftKings. That agreement made DraftKings the Giants’ official sports betting and daily fantasy sports partner and will allow the company to access team trademarks and logos looking to continue building its gambling brand.
Before the NFL season began, the American Gaming Association (AGA) said the league and its teams had formed 26 marketing and data-sharing partnerships with firms associated with sports gaming since May 2018, when PASPA (the Professional and Amateur Sports Protection Act) was reversed by the US Supreme Court. Eighteen states plus Washington D.C. currently allow legalized, regulated sports betting.
What makes this deal between the Raiders and BetMGM a bit different is the creative and unique marketing applications both sides can employ locally involving their Las Vegas habitat. Especially once the cloud of the Coronavirus will hopefully dissipate.
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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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