BetMGM enhances Newcastle United partnership as UK betting push continues
Newcastle and BetMGM initially entered into a partnership in September 2023 as the operator sought to boost the marketing push for its UK launch.
In its role as a new official betting partner, BetMGM’s brand will feature on screens across Newcastle’s home ground of St James’ Park. BetMGM will also look to offer activations to fans, such as giveaways and unique experiences.
Sam Behar, UK director of BetMGM, said he believes the partnership with Newcastle aligns with the operator’s own values.
“Our BetMGM partnership with Newcastle United has been a success and we are delighted to continue building on this fruitful collaboration,” Behar said. “I can’t wait to get this season started and see Newcastle United continue on their journey.”
Newcastle’s chief commercial officer Peter Silverstone added: “We have helped BetMGM to drive brand awareness and engagement in key markets, supporting its aim to create the world’s greatest igaming experience.”
UK push for BetMGM
BetMGM launched in the UK in August 2023, operated by MGM’s LeoVegas business. The firm has lofty plans for international expansion and on 24 June it announced it had acquired the US betting platform of Tipico Group.
The US BetMGM brand is operated separately and exclusively as a joint venture between Entain and MGM Resorts.
BetMGM’s entry into the well-established and highly competitive UK market was accompanied by a number of sponsorships.
Alongside Newcastle, BetMGM made deals with Premier League clubs Manchester City and Aston Villa, while also signing up as the title sponsor of the darts Premier League.
Earlier this week, BetMGM also announced it would become Wolves’ official European betting partner for the next two seasons. LeoVegas has previously partnered with Wolves throughout its 2023-24 campaign, with the LeoVegas brand adorning the front of the club’s training kits.
BetMGM branding will feature at the club’s home stadium of Molineux, as well as its training ground Compton Park. Behar labelled the Wolves deal as a “successful, awareness-boosting partnership” and spoke of his excitement at the potential of the two-year deal.
BetMGM looking to bring Las Vegas to the UK
In an interview with iGaming Business earlier this year, Behar attributed BetMGM’s early success in the UK to its unique ability to bring a Las Vegas experience across the pond.
“We can see that the UK has turned very stale over the last five years, with most tier one operators acting like financial services brands,” Behar said at the time. “We’re changing that and no one is as Vegas as we are.
“Looking at our legacy, it’s easy to see what a core differentiator that can be or, as we say, ‘What happens in Vegas is too good to stay in Vegas’. We represent the golden era that made that city great and we’ve carried it over here,” he added.