The impact of legal sports betting continues to grow, as leading sportsbook BetMGM announced on Monday that it has entered into an official partnership with the National Hockey League's Nashville Predators.
The multi-year deal will allow one of the largest U.S. sports betting sites to deploy signage at the team's Bridgestone Arena, and display its logo on the ice surface as well as along the boards. In addition, the company will be opening a branded, suite-level BetMGM bar/restaurant at the facility.
"The Predators are a tremendous organization with one of the sport's most passionate fanbases," said BetMGM Chief Revenue Officer Matt Prevost. "We look forward to our partnership with the team and the opportunity to elevate Nashville's gameday experience."
The deal further bolsters the betting and iGaming giant's presence in Tennessee's sports betting market, having previously partnered with the National Football League's Tennessee Titans in September 2020.
Bringing the Nashville Predators into its fold is the latest example of BetMGM's strategy of creating brand awareness and customer loyalty by means of its affiliations with professional sports franchises across the U.S.
The Predators are one of the most popular hockey teams in the southern U.S., and have made it into the NHL playoffs for eight consecutive seasons beginning in 2015-16. The news of the deal with BetMGM was met with enthusiasm by Nashville Predators President & CEO Sean Henry.
"We are always looking for ways to enhance SMASHVILLE and bring a better experience to the best fans in sports," said Henry. "Integrating an industry leader like BetMGM into our building is a tremendous opportunity and we hope to continue to grow our partnership in the years to come."
In April, BetMGM also became one of the NHL's first two North American sports betting partners alongside FanDuel. The timing of the deal came in concert with the launch of the regulated sports betting market in Ontario, allowing the Vegas-based operator to target one of the largest potential gaming markets on the continent.
At the time of the announcement, Adam Greenblatt, BetMGM CEO, said: "Our existing partnership with the NHL accelerated our ability to reach hockey fans and has allowed us to deliver an enhanced hockey wagering product. Expanding our partnership with the NHL throughout North America, aligned with our recent launch in Ontario, puts us in a great position for long-term success in Canada."
BetMGM also became the first U.S. sportsbook to reach a sponsorship deal with an active pro sports league player when it signed Edmonton Oilers' star forward Connor McDavid to become its official brand ambassador at the beginning of May.
The NHL's other sportsbook partnerships include Bally Bet, Betway, DraftKings, PointsBet, and Caesars which apply exclusively to its U.S. hockey operations (PointsBet is also allowed to promote the NHL in Australia).
BetMGM and FanDuel are the only NHL sportsbook partnerships that also extend to Canada.
Bolstering the roster
BetMGM's current roster is comprised of nine NFL teams, six MLB clubs, two NHL teams, and the NBA's Philadelphia 76ers.
The sportsbook also enjoys promotional rights to New York Rangers' and New York Knicks' home games at Madison Square Garden in New York City. In addition, BetMGM is also the official sports betting partner of the PGA.
Partnering with NBC
BetMGM also deepened its sports marketing effort in September when it signed an exclusive deal with NBC Sports which promotes its brand on "Football Night in America," the highest-rated studio sports program in the U.S.
This has delivered added brand awareness via a weekly segment hosted by former Tampa Bay quarterback Chris Simms, and fantasy football pioneer Matthew Berry which provides NFL analysis and discusses odds on NFL games as provided by BetMGM sportsbook.
The operator also provides the betting lines for Simm while he hosts his Chris Simms Unbuttoned podcast, as well on his social platforms throughout the 2022 NFL season and through the 2023 NFL Draft.
