BetMGM Push in the UK Includes Becoming Newcastle United’s Betting Partner

Article by : Erik Gibbs Jul 2, 2024

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BetMGM has recently deepened its collaboration with Newcastle United, marking a significant milestone as the Premier League club’s official betting partner. This partnership, first established in September 2023, is part of BetMGM’s broader strategy to bolster its presence in the UK market, coinciding with its launch.

One of the key elements of this agreement is the prominent display of BetMGM’s brand across screens at Newcastle’s iconic home ground, St James’ Park. The collaboration also promises exciting fan activations, including giveaways and exclusive experiences designed to enhance engagement among Newcastle United supporters.

Sam Behar, BetMGM’s UK director, expressed his enthusiasm about the expanded partnership, highlighting its strategic alignment with BetMGM’s core values and noting early signs of success.

Peter Silverstone, Newcastle’s chief commercial officer, emphasized the pivotal role of this partnership in boosting brand awareness and fostering deeper connections with fans on behalf of BetMGM.

BetMGM’s expansion efforts into the UK market gained momentum with its official launch in August 2023, operating under the auspices of MGM’s LeoVegas business. This move underscores BetMGM’s ambitious plans for international growth, underscored by the recent acquisition of Tipico Group’s US betting platform on June 24.

In the United States, BetMGM operates exclusively through a joint venture between Entain and MGM Resorts, positioning itself as a formidable player in the global betting industry.

The company has also secured several high-profile sponsorship deals with various Premier League clubs, further cementing its footprint in the world of English football. In addition to Newcastle United, BetMGM has partnered with Manchester City and Aston Villa, solidifying its presence among some of the league’s most prominent teams.

Beyond football, BetMGM has become the title sponsor of the Darts Premier League, expanding its sports marketing portfolio and reaching diverse audiences across different sporting disciplines.

Recently, BetMGM announced a significant partnership with Wolverhampton Wanderers (Wolves), naming itself as the club’s official European betting partner for the next two seasons.

This collaboration builds upon Wolves’ previous partnership with LeoVegas during the 2023-24 campaign, where the brand featured prominently on the club’s training kits.

As part of the agreement, BetMGM’s branding will adorn the Wolves’ home stadium, Molineux, and their training ground, Compton Park. Sam Behar described the partnership with the Wolves as mutually beneficial, enhancing brand visibility and fostering deeper connections within the European market.

Sam Behar, reflecting on BetMGM’s strategy in the UK, emphasized the company’s unique approach to revitalizing the betting experience by infusing it with the excitement and legacy of Las Vegas.

He pointed out a perceived staleness in the UK market over the past five years, where many operators resembled financial services brands rather than embodying the thrill and allure of Las Vegas. Behar sees BetMGM as a torchbearer of the golden era of Las Vegas, aiming to inject that vibrant spirit into the UK betting landscape.