Newcastle United and BetMGM initially entered into a partnership in September 2023 as the operator sought to boost the marketing push for its UK launch. This collaboration marks BetMGM’s strategic endeavor to make its presence felt in the highly competitive and established UK betting market.
As the new official betting partner, BetMGM’s brand will be prominently showcased on screens across Newcastle’s home ground, St James’ Park. Additionally, BetMGM plans to engage fans through various activations, such as giveaways and unique experiences, enhancing the fan experience both on and off the pitch.
Sam Behar, UK director of BetMGM, has expressed strong confidence in the partnership, stating that it aligns perfectly with the operator’s values. “Our BetMGM partnership with Newcastle United has been a success and we are delighted to continue building on this fruitful collaboration,” Behar remarked. “I can’t wait to get this season started and see Newcastle United continue on their journey.”
Peter Silverstone, Newcastle’s chief commercial officer, echoed similar sentiments. He highlighted the mutually beneficial nature of this partnership by saying, “We have helped BetMGM to drive brand awareness and engagement in key markets, supporting its aim to create the world’s greatest igaming experience.”
BetMGM officially launched its UK operations in August 2023, leveraging MGM’s LeoVegas business. The firm has ambitious plans for international expansion. Adding to its robust portfolio, on June 24, BetMGM announced the acquisition of the US betting platform of Tipico Group. Notably, the US BetMGM brand operates as a joint venture exclusively between Entain and MGM Resorts.
BetMGM’s entry into the UK market, which is known for being a challenging and highly competitive landscape, was accompanied by several significant sponsorship deals. Beyond Newcastle, BetMGM inked agreements with Premier League clubs Manchester City and Aston Villa, further cementing its UK presence.
. The company also secured the title sponsorship of the darts Premier League, illustrating its strategic move to diversify its brand visibility across different sports.
Earlier this week, BetMGM revealed another exciting development: the company will become Wolves’ official European betting partner for the next two seasons, a role previously held by LeoVegas during the 2023-24 campaign. With the LeoVegas brand featured on the front of Wolves’ training kits, BetMGM now takes over, bringing in its branding at Wolves’ home stadium, Molineux, as well as at the training ground, Compton Park. Behar described the Wolves deal as a “successful, awareness-boosting partnership” and shared his enthusiasm for the potential of this two-year alliance.
In an interview with iGaming Business earlier this year, Behar provided insights into BetMGM’s successful venture into the UK market. He attributed this early achievement to the brand’s unique ability to bring an authentic Las Vegas experience to the UK audience. “We can see that the UK has turned very stale over the last five years, with most tier one operators acting like financial services brands. We’re changing that and no one is as Vegas as we are,” Behar noted. “Looking at our legacy, it’s easy to see what a core differentiator that can be or, as we say, ‘What happens in Vegas is too good to stay in Vegas’. We represent the golden era that made that city great and we’ve carried it over here.”
BetMGM’s aggressive marketing strategy and high-profile partnerships have been pivotal in establishing its foothold in the UK market. As the new season unfolds, both BetMGM and Newcastle United are poised to benefit from this collaboration, enhancing brand recognition and fan engagement on multiple fronts. The ongoing relationship with other Premier League clubs and sponsorships in different sports are expected to further solidify BetMGM’s presence as a major player in the UK betting landscape.
With such strategic moves, BetMGM continues to chart a path of expansion and innovation, redefining what fans and bettors can expect from a premier betting brand in the UK and beyond.
