BetMGM eyes New York gains with bumper betting partnership
Newly-licensed operator to become official sports betting partner of Madison Square Garden
BetMGM has wasted no time in expanding into the Empire State, agreeing a multi-year marketing partnership with Madison Square Garden Sports and Madison Square Garden Entertainment Corp.
Under the terms of the deal, BetMGM will become official sports betting partner of NBA team the New York Knicks, NHL team the New York Rangers, and Madison Square Garden arena.
The partnership includes “substantial brand integration” inside Madison Square Garden at a courtside level, with LED signage, GardenVison features, and basket stanchion signage at Knicks games.
In respect of the New York Rangers, BetMGM will receive branding rights to dasher board signage and Zamboni branding at Rangers games.
Additionally, BetMGM will be included in content across official Knicks and Rangers digital channels on Twitter, Instagram, and Facebook, and BetMGM customers will receive special opportunities to participate in premium experiences at Knicks and Rangers games.
BetMGM will also be featured prominently on MSG Networks during live game coverage of the Knicks, Rangers, New Jersey Devils, and New York Islanders, highlighted by a virtual blue line during Rangers games and commercials spots during game telecasts.
In addition, BetMGM will appear on digital boards outside of The Garden and on MSG Networks.
BetMGM chief revenue officer Matt Prevost welcomed the deal, citing the Garden’s status as an iconic venue.
“New York is a critical state for BetMGM’s continued growth and I can’t think of a better way to begin our relationship with the Empire State than partnering with the world’s most famous arena and their legendary team franchises,” Prevost added.
The partnership is BetMGM’s first since it was confirmed that the business had received a sports betting license in the Empire State as part of a mega-consortium bid involving some of the industry’s leading operators.
Its expansion into the state comes despite New York State authorities greenlighting a 51% tax rate on all licensed operators, one of the largest taxation rates on sports betting in the US.
BetMGM online and mobile betting is already live in 15 states, most recently launching in Arizona through strategic partnerships with Gila River Hotels & Casinos and the Arizona Cardinals.