Mobile wagering platform BetMGM and the NFL’s Denver Broncos announced a multi-year partnership Thursday that will include a BetMGM Lounge at Empower Field at Mile High Stadium, VIP travel packages, and benefits through MGM Resorts International’s player loyalty program.
BetMGM, a joint venture between MGM Resorts and United Kingdom-based wagering giant GVC Holdings, launched sports wagering in Colorado in partnership with the Midnight Rose Hotel and Casino in Cripple Creek. The BetMGM mobile app is available for download in Colorado, which legalized sports betting on May 1.
The agreement with the Broncos makes BetMGM the official sports betting partner of the NFL franchise and allows the gaming company to provide premium fan experiences. The partnership includes a free-to-play mobile game, digital marketing assets, and in-stadium promotions and signage.
“This partnership with the Broncos allows us to showcase not only a premier BetMGM sports betting and gaming platform, but also the world-class entertainment experiences delivered by MGM Resorts,” BetMGM Chief Marketing Officer Matt Prevost said in a statement. “We’re excited to bring both of these to Broncos fans at Empower Field at Mile High Stadium and across the country while offering BetMGM users new ways to engage with their favorite football team.”
The deal is similar to other agreements reached between sports betting operators and professional sports teams. The NFL has a daily fantasy partnership with DraftKings, and Caesars Entertainment has a casino partnership with the league that doesn’t involve sports betting.
Last month, the Broncos announced a multi-year agreement with FanDuel as “an official sports betting partner and an official daily fantasy partner” of the team.
“When we began the process of identifying potential partners in this category, our goal was to provide Broncos fans with unique ways to engage with sports betting,” Denver Broncos Chief Commercial Officer Mac Freeman said in a statement.
The BetMGM Lounge will allow fans 21 years of age and older access to a full-service premium bar, a luxury lounge, live odds, and assistance with BetMGM’s mobile app. There will be additional in-stadium promotions, highlighted by BetMGM’s season-long First Possession Payoff.
On Wednesday, BetMGM parent Roar Digital said MGM and GVC committed to a second round of investment in the sports betting and iGaming operation. The investment now totals $450 million. Roar Digital now has more than $370 million of investable capital in an effort to compete in the expanding U.S. sports betting and iGaming markets.
Deutsche Bank gaming analyst Carlo Santarelli said the iGaming and sports betting sector will become highly competitive as professional sports returns from its shutdown due to the coronavirus pandemic.
He said spending to “acquire and retain customers will be critical over both the near and the medium term, given the commoditization of the offering within the sports vertical.”
Howard Stutz is the executive editor of CDC Gaming. He can be reached at hstutz@cdcgaming.com. Follow @howardstutz on Twitter.
