The agreement, which is said to be a “multi-year extension” to a partnership running since 2018, will allow MGM Resorts and BetMGM to continue to leverage the NHL’s branding on their social media and digital platforms. The two betting companies will also have their logos featured on sponsorship signage at NHL events, while having further opportunities to reach hockey fans through marketing campaigns.
Lance Evans, Senior Vice President, Sports & Sponsorships, MGM Resorts, commented: “Our partnership with the NHL has been a tremendous success, allowing us to provide guests and hockey fans with unparalleled access to their favourite teams. Alongside BetMGM, we remain committed to helping the League grow its audience, while offering fans new and entertaining experiences.”
Adam Greenblatt, CEO, BetMGM, said: “This collaboration allows BetMGM to deliver the best-in-class hockey product, including a wide variety of NHL wagering options. We will continue to work with the League to reach new fans, as we expand into new markets.”
Both brands also sponsor NHL media broadcasts – NHL’s Showcase Odds segment integrates BetMGM sports betting odds, while MGM Resorts sponsors the NHL All-Star First Timers across social platforms.
Evin Dobson, Group Vice President, Partnership Marketing, NHL, commented: “We are thrilled to renew our partnership with MGM Resorts and BetMGM. Our extension enables us to continue to work together on delivering innovative content programming to connect with our passionate fans.
“We look forward to continuing to grow our relationship with MGM Resorts and BetMGM and collaborate on new opportunities for fan engagement.”
In addition to marketing activities, all three organisations are official partners of the American Gaming Association’s ‘Have a Game Plan. Bet Responsibly’ campaign, aiming to educate bettors on responsible gambling.
BetMGM was created from a joint venture between MGM Resorts International and Entain.
