Last week saw Detroit Lions becoming the latest football team to ink an partnership deal with a sports betting brand. The partnership will see BetMGM being designated as the Detroit Lions official sports betting partner. BetMGM is a joint venture between GVC Holdings and MGM Resorts International. This follows on from Denver Broncos being the first NFL team to have a partnership deal with a sports betting company last month.
The partnership deal will see the BetMGM brand featured on the team’s broadcast programming, stadium signage, and digital marketing assets. BetMGM will also be the presenting sponsor of the Lions Perks loyalty scheme and Lion Bingo games. Both of these are accessed from within the official Lions mobile app.
The news follows on from a previously existing multi-year partnership deal between Detroit Lions and MGM Resorts. The Detroit Lions stadium, Ford Field, already features the MGM Grand Detroit Tunnel Club. Plus March saw the unveiling of the BetMGM Sports Lounge at the MGM Grand Detroit. Michigan is expected to be part of the next wave of states to fully legalize sports betting, and this partnership with the state’s biggest sporting franchise will gain BetMGM plenty of exposure.
BetMGM had already hit the headlines in August when it was announced that the sportsbook and casino gaming platform had become a sports betting partner with the Denver Broncos. This will see BetMGM providing fan experiences at the NFL team’s Empower Field at Mile High stadium. These include the BetMGM Lounge, exclusive travel packages and perks that can be gained through the M Life Rewards loyalty program.
The Broncos had previously teamed up with FanDuel in June to make the gaming brand the team’s daily fantasy sports partner. Plus June also saw a deal between Denver Broncos and Betfred to include a sports betting lounge at the stadium along with in-stadium signage and media marketing opportunities.
The NFL’s big push to embrace legal sports betting
This February saw the NFL allowing some football stadiums to have betting lounges while teams were permitted to sign sponsorship deals with online sportsbooks. The moves came about after a wave of deregulation regarding legalized sports betting in the US. The NFL had previously been sceptical about betting saying that it could threaten the integrity of the sport.
But with teams like the Broncos and Lions rushing to sign up with sportsbooks, and the NFL even having signed partnerships with online bookmakers in overseas territories, it’s a remarkable turnaround for football and betting.