BetMGM has announced a partnership with the Hall of Fame member Barry Sanders days after launching digital gambling service in Michigan. The multi-year deal that was announced last Thursday will see the inclusion of football player as a celebrity ambassador for BetMGM. The former Detroit Lions player will also be starring in the digital sportsbook brand’s upcoming marketing campaigns, participating in a range of events with BetMGM customers.

Deepening Partnership

BetMGM is the first official sports betting partner of the Detroit Lions, with whom Sanders played ten seasons. As part of the new engagement, the legendary player will participate in public and private events hosted by BetMGM. There are plans to offer in-person events, in addition to virtual meetings. BetMGM customers and MGM Resorts’ M Life Rewards members can take part. Additionally, the Kansas-based player will also appear in the sportsbook brand’s social media content, besides making guest appearances on radio and tv programs.

BetMGM, a joint venture of Las Vegas-based MGM Resorts International and UK-based Entain group, tweeted about the new deal, saying it is rather a deepening partnership that the brand already has with the Detroit Lions. Matt Prevost, Chief Revenue Officer at BetMGM, stated that it’s an honor for BetMGM that feels “surreal” to team with a legend like Sanders. He said that Barry’s addition to the sports betting company brings a new level of excitement, enabling BetMGM to create unique experiences for its customers.

Sanders Thrilled with Deal

Yesterday, Sanders also tweeted about the news, saying he is “so excited to announce a long term with BetMGM.” While further expressing his excitement for the new deal in a press release, Sanders said he is thrilled to be a part of the BetMGM team, hoping to benefit from the partnership. “I’m excited to be a part of the BetMGM team and hop on the ride of the fastest-growing sports betting app in the business,” said Sanders. “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 was a member of the professional American football team for ten years, selected as first-team All-Pro six times. He retired at the peak of his career following the 1998 season. Later in 2004, he was voted into the Hall of Fame. The legendary football player is one of few players to rush for 2000 yards in a season.

BetMGM Knows No Bounds…

A product of MGM Resorts International and GVC Holdings, now Entain Plc, BetMGM has turned out to be among the leading digital sportsbooks and iGaming platforms. With the exclusive access to all of MGM Resorts’ US land-based and digital sports betting, BetMGM has kept on swelling since it was founded in 2018.

Before reaching a deal with Sanders, BetMGM was busy striking new sports betting partnerships. Just last week the company announced another partnership with a NASCAR team, the Richard Childress Racing (RCR). The online sports betting operator is a primary sponsor of some races of the NASCAR Cup Series, debuting with the Childress team on February 14. The company is also an associate partner of two drivers, Austin Dillion and Tyler Reddick, both belonging to RCR.

Also last week, BetMGM partnered with The Atlantic, to develop The Athletic Betting Hub. This will provide audio, video, and digital content associated with sports betting. BetMGM will integrate live odds and promotions within the content.

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