- The Vegas Golden Knights have renewed and extended their promotional partnership with BetMGM.
- BetMGM is the sports betting and iGaming arm of MGM Resorts operated in partnership with UK based Entain PLC.
- BetMGM will enjoy plenty of in-arena brand exposure as well as promotion through the VGK social media channels.
The sports betting and gaming industries are always good for a few downright mind-blowing stories every year. This isn’t one of them. To the surprise of no one, the NHL Vegas Golden Knights have announced a multi-year renewal and extension to their promotional partnership with BetMGM. BetMGM will continue their status as an ‘Official Betting Partner’ of the Golden Knights and receive additional exposure and promotion inside T-Mobile Arena and via other public facing properties.
BetMGM has become one of the major players in the US sports betting industry. The company is the interactive arm of MGM Resorts and includes their sports betting and iGaming endeavors. BetMGM is operated by a partnership of MGM Resorts and UK based Entain Plc. As the press release blurb informs us ‘BetMGM has exclusive access to all of MGM’s U.S. land-based and online sports betting, major tournament poker, and online gaming businesses.’ BetMGM offers sports betting and online gaming via market leading brands including BetMGM, Borgata Casino, Party Casino and Party Poker. BetMGM is currently available in one form or another in 15 US states.
The reason that the VGK partnership extension isn’t surprising? Take a look at ownership information for the Golden Knights’ home ice, the T-Mobile Arena. The venue is operated by MGM Resorts International and is owned in a partnership between MGM Resorts and AEG. The arena opened in 2016 and when the NHL awarded the Golden Knights’ franchise to Las Vegas shortly thereafter team owner Bill Foley exercised an option to buy a 15% minority stake in the venue. It would be in bad form for the Golden Knights *not* to have a partnership with BetMGM. Interestingly, there’s no mention of BetMGM being a partner of the arena itself. Maybe they can’t technically partner with themselves as the co-owner of the venue? On the other hand, Foley Family Wines is listed as a partner of the T-Mobile Arena.
As is typical of this kind of deal, there isn’t much in the way of details other than it being a ‘multi-year renewal’. Here’s what BetMGM will get:
As part of the partnership, BetMGM signage will be prominently featured inside T-Mobile Arena during home games. BetMGM will also have brand exposure on Knight Tron as well as marketing activations. The partnership also includes web advertisements, VIP Chalk Talks, and exclusive co-branded sweepstakes.
Even the press release quotes make the announcement sound like a non-event. Golden Knights President Kerry Bubolz had this to say:
“We’re excited to be continuing our great partnership with BetMGM. Just like the Golden Knights, BetMGM has become a key experience to the sports and entertainment industry in our community.”
Matt Prevost, Chief Revenue Officer, BetMGM might give more press release quotes than anyone in the industry. He keeps it short and sweet here:
“We’re thrilled to continue what has been a great partnership with the Golden Knights and look forward to more seasons of offering fans truly unique experiences only available on BetMGM.”
BetMGM is also an ‘Official Sports Betting Partner’ of the National Football League Las Vegas Raiders. Interestingly, the Raiders’ home stadium–Allegiant Stadium–lists Caesars Entertainment as a ‘founding partner.’
