BetMGM inks US marketing partnership with Borussia Dortmund

BetMGM has agreed a deal to become the exclusive regional US partner of German soccer giants Borussia Dortmund.

The marketing-led partnership will see BetMGM gain rights to player imagery and team logos, as well as additional marketing assets.

BetMGM will also release exclusive sign-up offers for Dortmund fans, along with access to co-branded content on the club’s English-language social media channel.

BetMGM has highlighted potential for cross-marketing opportunities and social media promotions, where BetMGM customer sweepstakes will award special Dortmund prizes.

The partnership is the first to be struck between a US sports betting business and a German soccer club and is understood to have been facilitated by global sports business agency SPORTFIVE.

“BetMGM becoming the first US sports betting operator to partner with a German soccer club is a major milestone, and who better to team up with than the legendary Borussia Dortmund,” said BetMGM chief revenue officer Matt Prevost.

“As interest in Bundesliga within the US continues to skyrocket, BetMGM customers can engage with one of Germany’s most prestigious clubs and watch every Bundesliga game through the BetMGM app,” he added.

USMNT teenage sensation Giovanni Reyna currently plays in midfield for Dortmund, while Chelsea’s American winger Christian Pulisic also shot to fame at the club.

Borussia Dortmund head of international Benedikt Scholz said: “It is wonderful news for our US-based fans that they are now able to watch BVB matches via the BetMGM app.

“Together, we will broaden our reach and further develop our presence in the US market,” he added.