BetMGM is renewing and enhancing its commercial partnership with the Newcastle United football club. While the deal is important for both partners, it also signals BetMGM’s desire to become a major player in the British gambling market.
Under the terms of the deal, BetMGM will remain Newcastle’s official betting partner. That arrangement includes the usual perks for sponsors including logo placement on promotional screens across the team’s stadium; exclusive betting content for Newscastle fans; and lots of engagement with the team’s fan base.
Newcastle United’s Chief Commercial Officer, Peter Silverstone hyped the deal in a recent press release saying, “Newcastle United and BetMGM have had an exceptional first year together. We have helped BetMGM to drive brand awareness and engagement in key markets, supporting its aim to create the world’s greatest igaming experience. This new agreement is testament to how effective the club’s profile and support have been to BetMGM, and we are delighted to enhance our support of one another on the next step of our exciting journeys.”
On the BetMGM side of the deal, Sam Behar, the company’s UK director, was equally enthusiastic adding, “Our BetMGM partnership with Newcastle United has been a success, and we are delighted to continue building on this fruitful collaboration. The club is incredibly ambitious, and their drive perfectly aligns with our Group’s core values. I can’t wait to get this season started and see Newcastle United continue on their journey.”
Officials at BetMGM have made it clear that they’re looking to expand their footprint into the UK. Earlier this year Behar told iGaming Business, “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.”