BetMGM will keep its place inside Major League Baseball through a new multi-year extension, keeping the sportsbook and online casino brand tied to one of the most data-heavy sports in the U.S.
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BetMGM gets more years of visibility across MLB media in the U.S. and Canada. Under the renewal, the brand will continue to appear through MLB Network, Apple TV broadcasts and MLB online channels.
For BetMGM, baseball brings a useful mix of daily fixtures, live betting data, long regular season traffic and major tentpole events. MLB All-Star Week and MLB Awards Week in Las Vegas also give the operator a route beyond standard sportsbook ads.
BetMGM chief revenue officer Matt Prevost said in a statement: “Major League Baseball offers one of the most engaging, data–rich experiences in sports, and this renewal underscores our shared commitment to innovation, integrity, and responsibility.
“Together, we’re enhancing how fans experience the game, from defining moments on the field to legendary experiences at marquee events like MLB All-Star Week.”
GameSense, the responsible gambling program used in the partnership, will also remain part of the agreement. Responsible gaming has become a bigger part of U.S. sports betting partnerships as leagues, operators and regulators face closer questions around advertising, data use and fan protection.
The deal also leaves room for more online casino games built around professional baseball. BetMGM runs both sports betting and iGaming in regulated U.S. markets, so MLB branded casino content gives the company another way to use the league relationship outside game day betting.
MGM Resorts also stays in place as MLB exclusive resort and casino partner. MGM Resorts owns 50% of BetMGM, while Entain owns the other 50%.
Uzma Rawn Dowler, MLB chief marketing officer and senior vice president of global corporate partnerships, said: “MGM Resorts and BetMGM have been great partners to baseball for nearly a decade.
“We’re excited to continue our relationship and together help create more unique experiences for our fans.”
BetMGM already operates online sports betting in 22 U.S. states. Nearly a dozen of those jurisdictions include at least one MLB team, which makes baseball a natural fit for local sportsbook marketing.
The operator also has separate partnerships with nine MLB teams. That list includes major franchises such as the Boston Red Sox, Los Angeles Dodgers, Philadelphia Phillies and New York Yankees.
Baseball is not the only league relationship in BetMGM sports betting strategy. The operator also works with the NBA, WNBA, NHL and NASCAR, giving it year-round coverage across U.S. sports.