- BetMGM has announced a partnership with German Bundesliga soccer side Borussia Dortmund.
- BetMGM becomes the ‘Regional U.S. Partner of Borussia Dortmund’.
- It is the first partnership between a US sportsbook and a Bundesliga team.
The US sports betting industry is in its infancy but BetMGM is already setting the standard for creative sponsorship and promotional deals. Last we heard from the interactive/sports betting division of MGM Resorts (NYSE:MGM) they were partnering up with TopGolf for marketing campaigns. Today we’ve got the announcement that BetMGM is entering into a partnership deal with a soccer team. Here’s the twist–the soccer team is Borussia Dortmund of Germany’s top flight Bundesliga.
BetMGM becomes the ‘exclusive Regional U.S. Partner of Borussia Dortmund’ which represents the first American sports betting entity to partner with a Bundesliga team. BetMGM has been streaming Bundesliga matches through their app and the new deal will allow them to use player imagery and team logos for marketing purposes. They’ll also co-promote deals for Dortmund fans in the US and gain visibility on the team’s English language social media channels.
Matt Prevost, Chief Revenue Officer, BetMGM might have contributed more press release quotes in the past year than anyone in the betting industry. Here’s his take on the new deal with Borussia Dortmund:
“BetMGM becoming the first U.S. 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 U.S. continues to skyrocket, BetMGM customers can engage with one of Germany’s most prestigious clubs and watch every Bundesliga game through the BetMGM app.”
Benedikt Scholz, Head of International / Commercial & New Business at Borussia Dortmund, is pleased to gain exposure in the US market:
“We are very pleased about this partnership with BetMGM as our new regional Partner in the U.S. It is wonderful news for our U.S.-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 U.S. market.”
You’ll be seeing more deals like this. For the teams involved, it’s a no brainer–essentially money falling from the sky to sign a partnership deal with a highly respected company in another country like BetMGM. There’s the ancillary benefits like exposure in a new national market but the most important component of the deal is the new revenue stream it provides. It’s also a creative way to reach what is likely an under-served fan base: the US based fan of European soccer. I haven’t done any serious research on this topic but anecdotally it a) sure seems like there are a lot of US fans of international soccer and b) in my experience they represent an affluent, highly educated demographic.
At the time of publication, James Murphy has a long position in MGM.
