MGM Resorts International, through its BetMGM joint venture, has expanded its long-standing marketing relationship with the NFL’s Detroit Lions.
BetMGM, a mobile wagering and sports betting operator, was named the official betting partner for the Lions on Thursday. The deal includes sponsorship of free play games for fans on the team’s mobile app, programming during the team’s broadcasts, digital marketing, and in-stadium promotions and signage.
Financial terms were not disclosed.
MGM Resorts, which has a 50% stake in BetMGM’s parent Roar Digital, has long sponsored the MGM Grand Detroit Tunnel Club at Ford Field, home of the Lions.
In early March, Michigan launched legal sports wagering. BetMGM began operating a sports betting lounge at the MGM Grand Detroit on March 12.
A week later, however, Michigan shut down its casino industry in an effort to slow the spreading coronavirus pandemic. Detroit’s three casinos reopened last month under new guidelines for patron health and safety, deep cleaning and sanitizing, and social distancing, as well as reduced capacity protocols.
“All of us at MGM Grand Detroit are eager and ready to welcome the Detroit Lions and sports betting fans to our BetMGM Sports Lounge this football season,” MGM Resorts Midwest Group President David Tsai said in a statement. “We know everyone is eager to get out of their homes and add some fun into their calendars. We are committed to raising the bar in delivering unique and entertaining experiences.”
It’s unclear if Lions fans will be able to attend games at Ford Field this season.
The team announced on Aug. 21 that no fans will be in attendance for its first two home games of the season: the opener Sept. 13 against the Chicago Bears, and Oct. 4 against the New Orleans Saints. The Lions won’t play another home game until Nov. 1 against the Indianapolis Colts.
According to the Detroit Free Press, team president Rod Wood said he hopes the four-week span between the team’s second and third home games will buy everyone more time to see how the COVID-19 situation plays out across the NFL.
In a statement, Wood said Thursday the relationship with BetMGM offers “new ways to entertain and involve our fans, which is especially important during such unusual times; this partnership with BetMGM will provide additional and exciting opportunities to engage our fans.”
UK-based betting giant GVC Holdings owns the other 50% of Roar Digital.
BetMGM Chief Marketing Officer Matt Prevost said the sportsbook space at the Detroit casino was created to develop “deep relationships with the state’s top teams.” The agreement with the Lions will offer fans access to a variety of promotions and perks.
Lions Bingo, available on the Detroit Lions mobile app, is a predictive game introduced during the 2019 season. Fans can play bingo while guessing what plays might happen or statistics achieved during home and away Lions games for various non-cash prizes.
BetMGM will sponsor a game where Lions fans that accurately predict the right sequence of scenarios are eligible to win cash prizes and future all-expenses-paid trips to visit MGM Resorts properties across the country. The company, along with the BetMGM Sports Lounge at MGM Grand Detroit Casino, will also offer exclusive “Lions Perks” rewards and special offers.
Howard Stutz is the executive editor of CDC Gaming. He can be reached at hstutz@cdcgaming.com. Follow @howardstutz on Twitter.
