While everyone is football-crazed now with the upcoming Super Bowl between the Kansas City Chiefs and San Francisco 49ers, another professional sports league took another major step last week to be a major player in the sports gambling world.
As reported here in Gaming Today back in October, the Philadelphia-based National Lacrosse League announced a multi-year partnership to ensure the integrity of its games with Genius Sports, a sports data and technology company.
Just a couple of months later, the league has found its sports betting platform home, announcing another landmark partnership with Roar Digital — a joint venture between MGM Resorts International and GVC Holdings — which will make BetMGM the official and exclusive gaming partner of the NLL. It is the first-ever gaming partnership for the sport of lacrosse in the United States.
“Lacrosse is a fast-paced, high-scoring, growing sport that presents exciting sports betting opportunities. We are greatly impressed by the management and operations of the NLL as evidenced by its strong roster of team owners,” said Scott Butera, President of Interactive Gaming for MGM Resorts. “The NLL is an ideal partner for BetMGM in accessing a fast-growing Lacrosse fan base.”
BetMGM will have commercial visibility and other promotional opportunities throughout the NLL regular season and playoffs. In addition, it will create weekly betting lines distributed across all NLL platforms and channels.
“We are so proud to welcome BetMGM as yet another world-class brand to our family of national partners,” said NLL commissioner Nick Sakiewicz. “The growth of our league as a sports and entertainment property and the amount of engagement we will be able to generate through this innovative partnership with MGM Resorts and Roar Digital will be very exciting and add tremendous value to avid, casual and new fans.
“The like-minded vision both our organizations share will continue to increase the relevance of the NLL and draw a wider audience of fans as we continue the momentum we enjoyed over the last four seasons.”
The NLL, which started its regular season Nov. 29 and concludes April 25, ranks third in average attendance for pro indoor sports, with 13 teams in key markets across North America.