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Golden Nugget Casino, a relatively lesser-known contender in the Michigan online gambling industry, is actively seeking a breakthrough to establish its presence.
It would be wise for them to take cues from their latest partner.
On Tuesday, Golden Nugget Online Gaming (GNOG) revealed a collaboration with Detroit City FC, a professional soccer club that boasts a significant fan base resembling that of a major league team.
GoldenNuggetCasino.com has become the sole online gaming partner for the Detroit professional soccer team, thanks to the recent deal. Additionally, GNOG will now serve as the official sponsor for the men’s and women’s teams’ training jerseys and will organize sponsored fan nights within the stadium. The collaboration will also include community engagement initiatives, digital collaborations, VIP experiences, and various other exciting opportunities.
The big brands have recently secured deals with the four major Detroit sports teams. However, “Le Rouge,” known for its passionate fanbase that surpasses its counterparts in the National Independent Soccer Association, has an inspiring underdog story that GN should look to replicate.
Golden Nugget hoping to come on strong in MI
Golden Nugget is currently making efforts to catch up in Michigan after the launch of online sports betting and internet gaming on Jan. 22.
The Michigan online casino owned by GN has generated $13.8 million in revenue up until May. This places them in eighth position out of the 13 internet gaming operators in the market, with a market share of 3.5%.
Out of the twelve Michigan sports betting operators, Golden Nugget Sportsbook holds the 11th position with a market share of 0.3%, amounting to $3.2 million in sports betting handle.
After becoming publicly traded last year, GNOG CEO Tilman Fertitta affirmed that the company would maintain its primary focus on online casino activities, even with the incorporation of sports betting.
GN gaining name recognition in Michigan
GNOG is gradually gaining attention and recognition through its recent advertising expenditures, as sports betting giants such as BetMGM, DraftKings, and FanDuel initially dominated the television ad space in MI after their launch.
Fertitta, in his role as a pitchman, frequently appears on television screens in Michigan advertising online casinos rather than the company’s sportsbook.
One of the contributing factors to GN’s success in New Jersey was the introduction of live dealer games, a feature that is expected to be available in Michigan later this year.
It is worth mentioning that the DCFC deal announcement did not include any mention of a sportsbook component. At present, the club has not formed a partnership with any sports betting brand.
DCFC has large following, title game upcoming
DCFC made their debut in 2012 and officially turned professional just last year. However, the unfortunate arrival of the pandemic resulted in the cancellation of their inaugural NISA season. Additionally, it was also a disappointing false start for their newly formed women’s team during the same year.
Last weekend, the Detroit City FC men regained their momentum and emerged victorious, clinching the NISA regular season title this summer.
On Saturday night, the NISA Championship will be held at “Le Rouge,” where they will face the winner of the Wednesday semifinal match between Chattanooga (Tenn.) FC and the Los Angeles Force.
The match and Saturday’s game will take place at Keyworth Stadium in Hamtramck, which serves as DCFC’s home ground. Despite being in the fourth tier of American professional soccer, DCFC has garnered a significant following, with an average attendance of nearly 6,000 fans per game in 2019.
DCFC matches are broadcasted on TV20 in the Detroit area and CW channels across the state.
“In a statement, Samir Banerjee, GNOG director of marketing, expressed our excitement in announcing our new partnership with DCFC, the league champions of the National Independent Soccer Association. At GNOG, our players are our top priority and we strongly believe in providing a personalized experience. By adopting a localized approach in emerging markets, we can customize the GNOG experience to better connect with our players. This partnership allows us to engage with a dedicated fan base of forty thousand supporters, both locally and globally. As we continue to expand, we are eager to establish a long-lasting partnership with DCFC.”
The energetic Northern Guard supporters have played a significant role in driving fan involvement for “Le Rouge.” Additionally, the club took a noteworthy step last year by offering the public the opportunity to own a stake in the team, with shares starting at $125.
Can you bet on Detroit City FC soccer matches?
You are currently unable to do so, but you will be able to in the future.
Betting on American professional leagues, including Major League Soccer and United Soccer League, has been approved by the Michigan Gaming Control Board.
No Michigan sports betting operator at a lower level in the U.S. soccer hierarchy has made any requests for NISA betting so far.
Now that DCFC has caught the attention of the betting industry, it is likely that match wagers will be introduced in the near future.
T.J. Winfrey, DCFC chief of partnerships, expressed enthusiasm about the partnership with Golden Nugget Online Gaming. In a statement, he highlighted GNOG’s community-focused and competitive nature, expressing the desire to aid its growth in Michigan and beyond. As a club rooted in the Detroit community, DCFC eagerly anticipates GNOG’s collaboration in their community engagement endeavors.
Image credit: AP Photo/Carlos Osorio, courtesy of the lead photo.
