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BetMGM Sports has the distinction of being the first official sportsbook partner for the Detroit Lions, while PointsBet Sportsbook holds that title with the Detroit Tigers.
GVC and MGM Resorts International have formed a joint venture for the sportsbook, which is currently active within Michigan’s bustling casino, located at MGM Grand Detroit. Conveniently, this casino is situated within close proximity to Ford Field.
Included in the deal are advertisements within the stadium and on broadcasts, as well as various digital promotions. The Lions’ agreement is comparable to other NFL deals, such as BetMGM’s partnership with the Denver Broncos which features an in-stadium betting lounge. However, there are no current plans for Ford Field to have a similar setup.
In March, the MGM Grand Detroit introduced sports betting, paving the way for a surge in marketing campaigns by online operators such as BetMGM. These efforts are in preparation for the upcoming launch of mobile sports betting in Michigan later this year.
Sportsbook deal an extension of Lions, MGM partnership
The Lions’ collaboration with BetMGM expands upon their current alliance with MGM.
BetMGM will be the official sponsor of Lions Bingo and Lions Perks, featuring broadcast promotions, digital marketing, and in-stadium signage.
Last season, a Lions Bingo card was introduced on the team app, where players could fill it with runs or achieved statistics to win prizes. However, this year, players have the opportunity to win cash prizes in the free game by accurately predicting the sequence of game scenarios.
Exclusive rewards will be provided by Lions Perks through the BetMGM app and BetMGM Sports Lounge located at the downtown casino.
The Lions and MGM have an existing partnership, which includes the presence of the MGM Grand Tunnel Club at Ford Field.
Lions President, Rod Wood, expressed his pride in announcing the official partnership between the Detroit Lions and BetMGM. He highlighted the long-standing history between the two and emphasized the importance of entertaining and engaging fans, especially during these unprecedented times. Wood believes that this collaboration with BetMGM will present thrilling opportunities to further involve and excite the fanbase.
BetMGM already recognized name in Michigan
This marks the Lions’ inaugural deal in an upcoming and fiercely competitive online gambling market.
In July, PointsBet formed a partnership with the Tigers, aiming to establish its brand in a fresh market. This collaboration also marked the inaugural sportsbook agreement with a Major League Baseball team.
BetMGM’s primary focus lies in strengthening its brand recognition in areas where it already has a solid foundation.
“Our intention, upon launching the BetMGM Sports Lounge at MGM Grand Detroit in March, was to establish strong connections with the leading teams in the state,” stated Matt Prevost, Chief Marketing Officer at BetMGM and a University of Michigan alumni. “We are proud to be chosen as the Lions’ inaugural sports betting partner, granting their fans exclusive access to exceptional promotions and benefits found solely on BetMGM.”
Deal represents changing times for NFL, Lions
The launch of legal gambling in numerous states marks a significant shift in the NFL’s stance, as the move continues to embrace this seismic change in the industry.
The Lions were acquired by automotive executive William Clay Ford in 1963, and despite Ford’s passing in 2014, the franchise has remained under the ownership of the Ford family.
During the offseason, team control was transferred from Ford’s widow, Martha Firestone Ford, to their daughter, Sheila Ford Hamp.
In 2016, the conservative family was among the final groups to include cheerleaders as part of their team.
However, the Lions are now entering the realm of sports betting alongside other teams. Among these teams are the Broncos and Indianapolis Colts, who have formed a partnership with FanDuel for daily fantasy sports promotions. Similarly, the New York Jets have aligned with MGM and 888 Casino. Surprisingly, even the Dallas Cowboys have joined forces with WinStar Casino in Oklahoma, while the Baltimore Ravens and Las Vegas Raiders have agreements in place with Caesars.
There will definitely be more deals to come across the NFL.
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