BetMGM inks multi-year betting partnership with Denver Broncos
Strategic partnership to include free-to-play mobile game, marketing and in-stadia asset branding
The partnership includes the provision of premium fan experiences, the creation of a new BetMGM Lounge at Empower Field at Mile High Stadium, VIP packages and MGM Resorts loyalty programme benefits.
In addition, the agreement includes a free-to-play mobile game, digital marketing assets and in-stadium promotions.
The free-to-play game will be available to Broncos fans directly on the Bronco’s official mobile app and will feature a sports prediction game offering the chance to win MGM Resorts prizes, including trips to MGM Resorts properties nationwide.
Denver Broncos CCO Mac Freeman welcomed the new partnership with Roar Digital, highlighting the potential possibilities of delivering unique experiences to the club’s fans.
“When we began the process of identifying potential partners in this category, our goal was to provide Broncos fans with unique ways to engage with sports betting,” Freeman added
FanDuel was the first operator to sign a similar sponsorship deal with the Broncos in June, marking the first ever betting partnership with an NFL team.
Betfred is also a partner of the Broncos and plans to open a betting lounge in the Mile High stadium’s Empower Field.
Earlier this week, Roar Digital owners MGM Resorts International and GVC Holdings announced a further fund injection of $250m into the BetMGM brand, as it seeks to become the top sports betting brand in the US.
Speaking about the multi-million-dollar investment into the brand, GVC CEO Kenny Alexander said Roar Digital could “potentially be one of the best deals we have done in terms of value creation and I remain convinced the US market opportunity is huge”.
“We have an aspiration to be a market leader and it is quite clear the way the market is opening up, with the amount of investment needed, that we needed to up our investment,” said Alexander.
“People will look at the ammunition that DraftKings and FanDuel have and ask whether we have enough to be the market leader; the answer is possibly, and if not, we will put more money in,” Alexander added.