Two days after signing a marketing partnership with the National Hockey League, MGM Resorts International became the “official gaming partner” of a National Football League franchise – the New York Jets.
The agreement is similar to relationships inked recently between the Dallas Cowboys and the WinStar World Casino in Oklahoma and the Baltimore Ravens and Horseshoe Casino Baltimore. Unlike the previous agreements, which involve a single casino, MGM’s deal with the Jets is companywide.
MGM Resorts is in the process of acquiring Empire Casino and Raceway in Yonkers, New York – roughly 15 miles from New York City’s Times Square. The deal is expected to close early next year.
MGM said in a statement the multi-year-agreement – financial terms were not announced – was the “most comprehensive and integrated gaming partnership in the NFL.” It allows the Jets and the Las Vegas-based casino giant to partner on a non-gambling mobile play-along predictive game.
MGM will have access to various Jets marketing opportunities, including stadium signage, social and digital sponsorship and advertising on Jets’ produced television shows and gameday radio broadcasts to promote the company’s properties. In addition to nine resorts on or near the Las Vegas Strip, MGM Resorts has casinos in several East Coast markets, including the Borgata in Atlantic City, MGM Springfield in Massachusetts and MGM National Harbor in Maryland near Washington D.C.
“We look forward to working with the Jets to innovate gaming, increase our customer base through cross marketing opportunities and provide NFL fans with a one-of-a-kind entertainment experience,” said MGM Resorts Chairman and CEO Jim Murren.
The agreement includes the mobile play-along predictive game “I Called It presented by Play MGM.” The current Jets’ free-play “I Called It” game will be enhanced with upgraded features, expanded prizing, and deeper leaderboards featuring Jets fans.
“This unique partnership also enables us to further engage our fans in the mobile and digital world,” said New York Jets president Neil Glat.
Since the U.S. Supreme Court threw out the Professional and Amateur Sports Protection Act in May, legal sports wagering has expanded to five states beyond Nevada. In addition, there has been a softening in opposition to sports betting by the major sports leagues.
MGM Resorts has marketing and data-share agreements with the NHL and National Basketball Association. Also, several franchises in different leagues have struck varying agreements with casinos and gaming companies.
On Tuesday, Caesars Entertainment said it would build a 5,000-square-foot restaurant and bar on the main concourse of Newark, New Jersey’s Prudential Center, home of the NHL’s New Jersey Devils. Last week, sports book operator William Hill U.S. said it would open a sports lounge at the arena.
Caesars also has a marketing deal with the NBA’s Philadelphia 76ers.
The MGM-Jets deal comes a few days after the New York Post that questions surrounded the team’s sponsorship agreement with European online gaming company 888 Holdings. On Sunday several three-story-high, bright-orange banners emblazoned with “888.com were displayed outside MetLife Stadium.
NFL rules still forbid the advertising of sports-betting sites with exceptions made for fantasy-sports sites at NFL stadiums and on its broadcasts — a restriction intended to curb the spread of sports gambling among fans, particularly younger ones.
Howard Stutz is the executive editor of CDC Gaming. He can be reached at hstutz@cdcgamingreports.com. Follow @howardstutz on Twitter.
