BetMGM Launches Fresh NFL Campaign Featuring Jon Hamm

As the NFL and college football seasons kick off, BetMGM is rolling out a fresh marketing push that puts storytelling at the heart of sports betting. Emmy and Golden Globe winner Jon Hamm, known worldwide for his role in Mad Men, is stepping into the spotlight as the face of the operator’s updated “Make It Legendary” campaign.

Good to Know

• Six new ad spots will begin airing August 30 during college football broadcasts.
• Ads will appear across TV, digital, social, out-of-home, and BetMGM platforms.
• The campaign was developed by Chicago-based ad agency Highdive.

The timing couldn’t be sharper. With North American sportsbooks ramping up sign-up offers and promotions, BetMGM is leaning on personality-driven branding to cut through the noise. The creative work comes from Highdive, the Chicago ad shop also behind Super Bowl favorites, and is directed by two-time Directors Guild of America award-winner Noam Murro.

Casey Hurbis, BetMGM’s Chief Marketing Officer, described the campaign as more than just advertising:

“This isn’t just a campaign — it’s a reimagining of what BetMGM stands for. We’re at the forefront of entertainment and gaming, with the spirit of Las Vegas woven into our DNA. Our new positioning celebrates the thrill, spectacle and storytelling potential in every spin, play and reward. With Jon Hamm’s talent and universal appeal, he’s a natural fit to represent the refined essence of our brand.”

The new creative platform is designed to give BetMGM a long-term edge. Mark Gross, co-founder and co-chief creative officer at Highdive, said the strategy is about building connections:

“We didn’t just create ads — we built a creative platform that gives BetMGM a long-term advantage. This is about storytelling, connection and creating a brand that truly speaks to today’s players, not at them.”

For Hamm, the campaign leans into his trademark style:

“BetMGM is all about style, and the ‘Make it Legendary’ campaign captures that energy. It’s witty, cinematic, and shows that betting with BetMGM is an unmatched experience.”

The first spot will air August 30 during college football coverage, with additional placements running nationwide across multiple channels through the fall. With the NFL season about to dominate screens and sportsbooks battling for visibility, BetMGM is betting that a little Hollywood star power will help keep its brand front and center.