BetMGM, which launched its mobile sports betting app in Michigan last month in addition to its retail location at MGM Grand Detroit, figured it might as well team up with one of the state’s legendary professional athletes.
The company announced it signed a multi-year deal with Hall of Fame Detroit Lions running back Barry Sanders as a celebrity ambassador.
Sanders will star in BetMGM’s upcoming marketing campaigns and participate in a variety of events with BetMGM customers. BetMGM is also an official sports betting partner with the Lions, where Sanders spent 10 seasons. He was the NFL’s Most Valuable Player in 1997 and was inducted into the Pro Football Hall of Fame in 2004.
The former Heisman Trophy winner will engage with BetMGM players and MGM Resorts’ loyalty members through public and private events, both virtual and in-person.
Sanders will appear in BetMGM social media content and make guest appearances on radio and television programs nationwide.
“It’s an honor and surreal moment for all of us at BetMGM to team up with Barry Sanders,” said BetMGM Chief Revenue Officer Matt Prevost.
He added that having Sanders increases the potential for creating unique customer experiences.
Online sports betting went in Michigan with 10 different platforms, each with a single partner – one of Detroit’s three commercial casinos and seven of the state’s tribal gaming properties. Analysts considered the market a crowded field even for a populous state like Michigan.
According to PlayMichigan, the state’s three Detroit casino sportsbooks took in a combined $130 million in wagers since retail sites launched last March. Based on the opening weekend, online sports betting in Michigan could resemble New Jersey, where online provides more than 80% of the total wagers.
In a statement, Sanders said he was looking to help BetMGM improve its reach in the state.
“Typically, I am the one breaking records in Michigan, but it is amazing to see what BetMGM already has accomplished in my home state,” Sanders said.
BetMGM has sports betting operations in 12 states.
Howard Stutz is the executive editor of CDC Gaming. He can be reached at hstutz@cdcgaming.com. Follow @howardstutz on Twitter.
