MGM Resorts International is further building its presence in Major League Baseball, announcing on Tuesday a multi-year partnership with MLB Players Inc., the business arm of the MLB Players Association.
Earlier this year BetMGM, co-owned by MGM Resorts and Entain, became an exclusive betting partner with the Houston Astros, although Texas has yet to allow legal sports betting.
The new deal allows MGM Resorts to create advertisements, promotions, and sweepstakes that feature MLB Player Inc.’s group rights, when three or more players are included.
"MGM Resorts' global presence will also help strengthen the allegiance between baseball's international fan base and our players," said Evan Kaplan, managing director of MLB Players Inc., in a press release.
These displays, both print and online, will be found in both U.S. and Asian markets, where MGM’s international casinos are located — and where baseball is a popular sport.
"This new partnership strengthens our commitment to the sport of baseball in the U.S. and around the globe," said Lance Evans, senior vice president of sports and sponsorships for MGM Resorts.
Although the deal does not mention BetMGM specifically, the deal does keep the operator's options open, as its parent company has access to MLB player branding, and many of the provisions will entice players to come to the casino, shining a light on their sportsbook.
Making MGM Casinos as players' destination
As a part of this deal, MGM Resorts will be designated as an "Official Offseason Destination" for MLB players. This will include specific programs that benefit players who stay at an MGM property, which could include the MGM Rewards loyalty program — in which rewards points have both MGM Resorts and BetMGM applications.
"We welcome the opportunity to host MLB Players at our world-class resorts and create unique player experiences for our valued MGM Rewards members," Evans said.
This agreement also gives MLB players the opportunity to become an ambassador while promoting MGM Resorts. This can be through personal appearances, social media posts, autographed memorabilia, and/or advertisements.
“This collaboration reinforces the importance of leveraging Players to facilitate marketing initiatives," said Xavier D. James, chief operating officer of the MLBPA.
While this is the first partnership for MLB Players Inc. with sports betting connotations, they teamed up with Influential earlier this year meant to help players build their social media presence.
