BetMGM has solidified its ongoing partnership with the National Hockey League (NHL), renewing its status as the league’s official sports betting and gaming partner. The operator announced the renewal on Tuesday, confirming it will maintain the use of NHL imagery.
The partnership extension will span multiple years, aligning with BetMGM’s goal to intensify fan engagement and bolster the brand’s overall presence.
BetMGM will receive heightened visibility during national broadcasts of NHL regular season matches and Stanley Cup playoff games as part of this extended partnership. The augmented exposure will be facilitated through digital dashboards and virtual in-ice advertisements.
Deal Puts Focus on Fan Experiences and NHL Casino Games
BetMGM Chief Executive Adam Greenblatt expressed immense enthusiasm regarding the extended partnership. Highlighting the brand’s dedication, he reiterated BetMGM’s pledge to curate unparalleled experiences for fans, promising a continuous stream of innovative content to enrich their engagement.
“Our partnership extension with the NHL is a winner,” said Greenblatt. “It enables us to enhance the BetMGM product and offer fans unforgettable entertainment built around the game they love.
“The NHL is more thrilling than ever — a symphony of athleticism, teamwork, and skill on skates. We look forward to bringing our customers exceptional live experiences and new content.”
On the partnership renewal, NHL Vice President of Business Development Jason Jazayeri said:
“We are thrilled about our partnership extension with BetMGM. The evolution of our partnership with BetMGM will focus on building unique and compelling fan experiences, as well as event activation and media programming, all with an eye towards delivering exciting new ways for our fans to interact and engage with the sport they love.”
Earlier this year, the gaming operator unveiled the first-ever NHL-endorsed slot machine (NHL Gold Blitz) in New Jersey, with other states to follow. The expanded deal will include VIP fan experiences alongside a broader array of BetMGM-designed casino games, specifically branded with NHL and team assets.
BetMGM Sustains Vertical Expansion Momentum
BetMGM’s partnership with the NHL was first forged in 2018, serving as the starting point for their joint venture. This initial collaboration laid the groundwork for a shared journey.
In April 2022, the partnership was expanded, signaling a pivotal moment in their alliance. The expanded agreement ushered in new avenues for mutual growth and collaboration as BetMGM, alongside FanDuel, became the NHL’s official sports betting operators. This move coincided with the legalization of sports betting in Ontario, presenting BetMGM with an opportunity to broaden its horizons and venture into the Canadian market for the first time in its history.
Growth Pushes BetMGM to No. 3 Nationwide
Capturing a significant 17% market share, BetMGM proudly stands as the third-largest sportsbook in the United States. Operating across a landscape of 22 states with legal sports betting, BetMGM strategically positions itself in regions with robust NHL presence, housing major market teams.
Among these states are powerhouse locations such as New York, Pennsylvania, Ohio, Illinois, Colorado, New Jersey, Michigan, Nevada, Arizona, and Massachusetts. Additionally, BetMGM has established its footprint in Indiana, Kansas, Tennessee, Louisiana, Mississippi, Virginia, Wyoming, Iowa, Kentucky, West Virginia, Maryland, and Washington, D.C., placing itself within key markets nationwide.
After a Strong Year, BetMGM Sets Sights on 2024 Goals
BetMGM has pursued a deliberate approach to its expansion throughout North America, aiming to solidify its position in the market. The operator is poised to achieve an estimated revenue of around $2 billion during the fiscal year of 2023. Extending its reach into Canada and fostering an extended partnership with the NHL, BetMGM remains committed to sustaining its upward trajectory and furthering its expansion efforts.
Formula 1, Super Bowl Among Las Vegas Initiatives
In a recent statement, Greenblatt outlined BetMGM’s plans for 2024, earmarking it as the year when the company plans to capitalize on Las Vegas’s potential. He pointed to the recent Formula One race held in the city as a testament to BetMGM’s approach to penetrating the thriving sports market. BetMGM’s remarkable performance during the event, securing three times the number of bets compared to any previous F1 race, is a promising indicator of the operator’s potential to leverage the sports fan base in Las Vegas.
He also highlighted the upcoming Super Bowl slated for Las Vegas in February as an ideal opportunity for BetMGM to leverage the influx of top-tier sporting events in the region. Additionally, he noted the impending relocation of the Oakland Athletics to Las Vegas as another development that could provide BetMGM with further opportunities for growth and engagement within the city’s sports betting landscape.