BetMGM announced that it has enhanced its partnership with Premier League club Newcastle United by becoming the official betting partner.
Newcastle and BetMGM first entered into a strategic partnership in September of 2023, as the operator wanted to increase the marketing effort for the UK launch.
As the new official betting partner of Newcastle’s St James’ Park, BetMGM’s branding will be featured on all screens in St James’ Park. BetMGM also plans to engage fans with giveaways, unique experiences and other activations.
Sam Behar is the UK Director of BetMGM. He believes that the partnership between BetMGM and Newcastle fits with their values.
Behar stated that “Our BetMGM collaboration with Newcastle United was a great success, and we’re delighted to build on this successful partnership.” I can’t get enough of this new season and seeing Newcastle United on their way.
Newcastle’s Chief Commercial Officer Peter Silverstone said: “We’ve helped BetMGM drive brand awareness in key markets and support its goal to create the greatest igaming experiences around the globe.”
UK Push for BetMGM
BetMGM will launch in the UK by August 2023. It is operated by MGM’s LeoVegas division. It has ambitious plans to expand internationally and announced on 24th June that it acquired US betting platform Tipico.
US BetMGM is operated as an exclusive joint venture by MGM Resorts and Entain.
BetMGM entered the highly established and competitive UK market with a series of sponsorships.
BetMGM has also signed sponsorship deals with Premier League teams Manchester City, Aston Villa and the Darts Premier League.
BetMGM announced earlier this week that it will be Wolves’ European betting partner over the next two years. LeoVegas was Wolves’ official betting partner for the 2023-24 season. The LeoVegas logo was adorning Wolves’ training kit.
BetMGM will be featured at Molineux’s stadium and Compton Park, the training grounds of both clubs. Behar described the Wolves partnership as “a successful, awareness-boosting relationship” and expressed his excitement about the potential for the two-year contract.
BetMGM to introduce Las Vegas in the UK
Behar credited BetMGM’s success early on in the UK, during an interview with iGaming Business this past year, to the company’s unique ability to deliver a Las Vegas-style experience to players across the pond.
Behar stated at that time, “We see the UK as a very stagnant country over the past five years. The majority of Tier One operators act like brands in the financial sector.” We’re going to change that, and nobody is more Vegas than we are.
It’s clear that our legacy is a key differentiator. Or, to use a phrase, “What happens in Vegas can’t stay in Vegas”. “We represent that golden age that made this city great, and we have carried that over here,” said he.
