LeoVegas Group agrees BetMGM partnership extension with Newcastle United
After the "exceptional first year together” , BetMGM will boast the status of Premier League outfit Newcastle United's official betting partner for the second successive season
LeoVegas Group has announced an extension to its agreement with Newcastle United and become Premier League club’s official betting partner with its BetMGM brand.
The two first entered into a partnership in September 2023 to raise the profile of LeoVegas-owned BetMGM’s UK launch. The group spent the entirety of the 2023-24 Premier League season as an official club partner of the Magpies.
That partnership meant BetMGM’s branding was often seen on LED boards, big screens and static advertising spaces at St James’ Park, Newcastle’s stadium.
The brand, which has its UK head office based in Newcastle upon Tyne, has landed access to create exclusive content with the Magpies’ first-team players in a bid to further increase engagement.
Sam Behar, UK director of BetMGM, talked up the deal’s extension, highlighting that Newcastle share many values with the operator.
“Our BetMGM partnership with Newcastle United has been a success and we are delighted to continue building on this fruitful collaboration,” Behar said.
“The club is incredibly ambitious, and their drive perfectly aligns with our group’s core values. I can’t wait to get this season started and see Newcastle United continue on their journey.”
Peter Silverstone, Newcastle United’s chief commercial officer, echoed a similar sentiment, adding: “Newcastle United and BetMGM have had an exceptional first year together.
“We have helped BetMGM to drive brand awareness and engagement in key markets, supporting its aim to create the world’s greatest igaming experience.
“This new agreement is testament to how effective the club’s profile and support have been to BetMGM, and we are delighted to enhance our support of one another on the next step of our exciting journeys.”
Within the same week, BetMGM also secured another Premier League partnership with Wolves, with the brand named as the club’s official European betting partner for the next two seasons.
Two days prior, on 24 June, LeoVegas Group, a subsidiary of MGM Resorts International, confirmed it had agreed to acquire Tipico Group’s US sportsbook and online casino platforms.
MGM explained that the acquisition will allow LeoVegas Group to be able to operate a “purpose-built proprietary sportsbook” across all markets and brands, although this doesn’t include the BetMGM joint venture with Entain.
Like sister sportsbook BetUK, the BetMGM website and app is powered by betting supplier Kambi in the UK market.
The acquisition also means Tipico will wind down its US operations before the deal closes. Details of the transaction include a number of key members from Tipico’s management, trading and technology teams from the US, Colombia and Europe moving over to LeoVegas Group.