BetMGM collaborates with BVB.
BetMGM, a leading American sports betting company, has sealed a first-ever partnership with Germany's Bundesliga club, Borussia Dortmund. The alliance will cover several marketing opportunities and special offers for fans, including streaming matches through the BetMGM app.
US-based bookmaker BetMGM, a partnership between MGM Resorts and Entain (formerly GVC), is the newest partner of eight-time German soccer champions Borussia Dortmund. This deal provides for cross-promotion as well as unique fan offers. Some of these include social media promotions and sweepstakes with Dortmund merchandise up for grabs. Now, sports fans in the States can also catch live matches of Dortmund through the BetMGM app.
The agreement also sees BetMGM securing rights to player images and team logos alongside exclusive betting offers and co-branded content. This partnership was made possible by Hamburg-based marketing agency, Sportfive, which specializes in sports marketing. Sportfive represents seven Bundesliga clubs in Germany and handles international TV rights trading, among other aspects of marketing.
The agreement marks a historic moment as it is the first time a US sports betting firm teams up with a German soccer club. It comes after Entain secured four betting licenses in Germany in October 2020. Other brands under the Entain umbrella, such as Ladbrokes, Sportingbet, Gamebookers, and bwin, have also been involved in sports promotion in the country.
BetMGM is a rapidly growing betting brand in the States. MGM Resorts and Entain are both equal stakeholders in the company. Entain's award as a US licensee boosted the US investment in BetMGM to 450 million US dollars. This massive investment allowed BetMGM to bring onboard high-profile personalities, Hollywood star Jamie Foxx and NFL icon Barry Sanders, to contribute to the business growth in a significant way.
The CEO of BetMGM, Bill Hornbuckle, asserts that the brand aims to become one of the top 3 US sports betting providers. The syncing of MGM's traditional roots with Entain's online-focused expertise is the force driving this strategic move. With such a powerhouse partnership, it's clear that BetMGM is striving for the top.
Matt Prevost, BetMGM's Chief Revenue Officer, sees this partnership with BVB as a milestone given the growing interest in the Bundesliga in the US. BetMGM is delighted to bring one of Germany's largest soccer clubs to American audiences. The BetMGM app will now broadcast every BVB Bundesliga match, boosting the franchise's reach worldwide.
Benedikt Scholz, Head of International Business and Marketing at BVB, expressed his excitement about the partnership, stating that it will help both parties expand their market shares. Although Christian Pulisic (US soccer player) moved to Chelsea in the Premier League, Dortmund has other American players in its team, with Giovanni Reyna being the latest talent. Scholz notes that this partnership with a progressive US partner aligns with the club's commitment to expanding its presence in the United States.
The active Dortmund fanbase in America will gain as trans-European support with BetMGM streaming matches. Borussia Dortmund boasts an admirable list of accomplishments in German soccer, including eight championships, four DFB Cups, a Champions League win (1997), and being the first German club to snag a trans-European cup. The club is also home to a thriving handball and table tennis section and counts 154,000 members, making it the fifth-largest German sports club and the seventh-largest club globally.
BetMGM places a high priority on player protection. In its efforts to educate its clientele about responsible gambling, the company offers a range of resources and mitigation tools to aid in responsible betting. Entain, the parent company of BetMGM, also underscores the importance of player protection. Entain has recently launched a campaign in Germany to strengthen its player protection initiatives with a significant investment.
Among the initiatives planned are player protection-focused expansions and reaching out to new target groups. The company has also dedicated resources toward developing its responsible gaming technologies further. Integrity campaigns and BVB's joint project with Entain since 2019 are some of the first steps outlined in the sustainability charter. More initiatives regarding responsible gambling are on their way.
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Source: www.onlinecasinosdeutschland.com
