BetMGM has announced that it will be the sponsor for Premier League Darts in 2024.
BetMGM has reached an agreement with the Professional Darts Corporation to become the title sponsor for darts “biggest Roadshow Event”.
Eight players are competing for a prize pool of PS1m ($1.2m/EUR1.2m/$1.3m). The matches will take place over 17 nights, primarily at venues in the United Kingdom (UK) and Ireland. Rotterdam will host events in Berlin, Dublin and Rotterdam before the London play-offs.
This partnership comes after the World Darts Championship in 2024. The 3.75 million viewers who watched the final on Wednesday made it Sky Sports’ most watched non-football match in history.
PDC’s chief executive Matt Porter stated: “The Premier League is set to reach an enormous live audience as well as a global television audience over the course of four months. We are delighted that BetMGM will be our new title sponsorship.”
Sam Behar UK Director of BetMGM added, “We’re thrilled to partner with such a thrilling and entertaining event, as Premier League Darts, and we look forward to a 2024 action-packed for BetMGM and PDC.”
BetMGM UK’s expansion
BetMGM’s latest expansion into the UK market is its move to introduce darts.
BetMGM began its international expansion in 2023 by launching into the UK. It was in fact LeoVegas that made the move, and not Entain, which is currently struggling. It is now competing with Entain UK brands such as Ladbrokes, Coral and others.
It is a joint venture owned 50/50 by MGM Resorts, and Entain in the US.
BetMGM’s UK debut was aided by an agreement with English Premier League team Newcastle United. The club’s St James’ Park Stadium is a large part of the launch. BetMGM has also hired Hollywood actor Chris Rock for a variety of marketing campaigns.
BetMGM puts a greater emphasis on sport
BetMGM’s expansion strategy has focused on darts as the latest sport.
Recently, the operator announced that it has extended its agreement with NHL as their official partner in sports betting.
BetMGM wants to exert its influence particularly in Las Vegas. Adam Greenblatt, BetMGM’s chief executive officer, recently said that BetMGM would “unlock Las Vegas” in 2024.
In November 2023, the first Formula One Grand Prix to be held in this city will attract 300 000 fans. BetMGM placed three times more bets than any previous F1 race.
After the NFL relocates in 2020, it is also planned that the Super Bowl be held at Allegiant Stadium in Las Vegas. Oakland Athletics, the MLB team from Oakland, also plans to move to Las Vegas.