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BetMGM continues UK marketing push with Newcastle United deal

| By Robert Fletcher
BetMGM has entered a partnership with English Premier League football club Newcastle United to support the launch of its brand in the UK market.
BetMGM Newcastle

Under the agreement, BetMGM become an official club partner of Newcastle for the 2023-24 season. The club says the deal represents a multi-year partnership with BetMGM.

The operator will also benefit from a branding presence on various surfaces inside the club’s St James’ Park home stadium. BetMGM’s UK office is also located in Newcastle.

“We are delighted to be introducing BetMGM as an official club partner,” Newcastle’s chief commercial officer, Peter Silverstone, said. “We are very pleased to be taking this step together and I’d like to welcome BetMGM to our growing family of partners.”

BetMGM’s UK director Sam Behar said the club’s re-entry into the Uefa Champions League for the 2023-24 season formed part of the decision to partner with Newcastle.

“We are proud that the club has selected BetMGM as one of its betting partners for the upcoming season,” Behar said. “With our launch in the UK, it is fantastic to have Newcastle United as part of our stable of Premier League partner clubs.”

BetMGM expands marketing to support UK launch

The deal marks the latest commercial agreement brokered by BetMGM in the wake of its launch in the UK.

Last week, MGM Resorts International, which owns 50% of the BetMGM venture with Entain, signed Hollywood actor Chris Rock to support the UK launch. As an ambassador, Rock will feature in a range of marketing campaigns to promote the UK roll-out of BetMGM.

MGM Resorts announced the launch of BetMGM in the UK last month. However, Entain is not to be involved in the UK move.

Instead, MGM is working with LeoVegas, with the new international platform now utilising LeoVegas’ technology and platform. LeoVegas was acquired by MGM Resorts last year for $604m.

Kambi is powering BetMGM UK’s sportsbook, extending an agreement with LeoVegas dating back to 2016. That partnership was renewed in June this year.

Earlier this month, Gustaf Hagman, CEO of LeoVegas, spoke with iGB about the venture. 

Shirt sponsor ban looming for Premier League

Gambling sponsorship in football remains something of a sore subject in the UK. Earlier this year, Premier League football collectively agreed to halt gambling sponsorship on the front of matchday shirts.

The withdrawal of sponsorship comes into effect from the end of the 2025-26 season. Deals with operators can stay in place until that date, while clubs can also agree deals as long as they conclude by this date.

However, there is no rule stopping Premier League clubs from agreeing other partnerships with gambling businesses. This means deals such as Newcastle’s with BetMGM would be permitted under the new rule set.

The Premier League committed to working with other sports on the development of a new code for responsible gambling sponsorship across the professional sports sector.

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