MGM Resorts and BetMGM Deepen Partnership with Major League Baseball

MGM Resorts International and BetMGM have renewed their long-standing partnerships with Major League Baseball (MLB), extending a relationship that has helped shape the integration of sports betting, gaming, and fan engagement across professional baseball since 2018. The extension underscores the continued success of this collaboration and the growing importance of synergies between professional sports leagues and regulated gambling operators.

The renewed agreements see both brands retain key commercial rights. MGM Resorts will continue as MLB's exclusive Integrated Resort and Casino Partner. BetMGM will maintain its position as one of the league's leading authorized sports betting and online gaming partners across North America, including both the United States and Canada.

Numbers and facts

The original partnership was established in 2018, following the liberalization of the US sports betting market. It has evolved alongside the rapid expansion of regulated wagering across North America. MGM Resorts will continue to host high-profile league events, including MLB Awards Week in Las Vegas. This reinforces Las Vegas' growing status as a major destination for professional sports and entertainment. For BetMGM, the agreement secures continued brand exposure across MLB's digital platforms, including MLB Network, MLB.com, and its digital portfolio in the US and Canada. The operator will also retain sponsorship integration within MLB programming on Apple TV. Furthermore, they will collaborate with the league to develop new MLB-themed casino games for the BetMGM Casino platform. "Major League Baseball offers one of the most engaging, data-rich experiences in sports, and this renewal underscores our shared commitment," said Matt Prevost, Chief Revenue Officer at BetMGM.

Background

The extension of this partnership highlights the commercial value of such collaborations. Professional sports leagues and regulated betting operators place significant emphasis on fan engagement. This is achieved through digital experiences, exclusive content, and branded gaming products. Lance Evans, Senior Vice President of Sports and Sponsorships at MGM Resorts International, stated: "As Major League Baseball continues to evolve, we’re pleased to extend a partnership that aligns with our long-term vision for global sports and entertainment." This collaboration also extends to individual MLB teams, such as the Boston Red Sox, Cincinnati Reds, Detroit Tigers, Houston Astros, Los Angeles Dodgers, New York Yankees, Philadelphia Phillies, Pittsburgh Pirates, and Washington Nationals. Additionally, MLB, MGM Resorts, and BetMGM will work together on responsible gambling measures and protecting the integrity of baseball.

"MGM Resorts and BetMGM have been great partners to Baseball for nearly a decade. We're excited to continue our relationship and together help create more unique experiences for our fans." - Uzma Rawn Dowler, Chief Marketing Officer and Senior Vice President of Global Corporate Partnerships at Major League Baseball

Why it matters for German players

For German players, news from the North American sports and gambling market only has indirect implications. Germany has had the German Interstate Treaty on Gambling (GlüStV 2021) since July 1, 2021. This has re-regulated the online gambling market in Germany. German players must adhere to the strict requirements of the Joint Gambling Authority of the Federal States (GGL). The GGL issues licenses to providers listed on the so-called whitelist. Only there is playing legal and safe. Casino providers without a German license, such as many with MGA or Curacao licenses, are illegal in Germany. They offer no legal certainty for players. Important protective measures of the GlüStV 2021 include a monthly deposit limit of 1,000 Euros and a stake limit of 1 Euro per spin for online slots. There is also a central self-exclusion system called LUGAS. This aims to prevent multiple registrations and gambling at more than 100 legal online gambling providers. MGM Resorts and BetMGM do not operate a licensed online casino in Germany, so the partnership with MLB is not directly relevant for the German market. Players in Germany should only play with GGL-licensed providers to enjoy all protective measures and full legal security.

What it means for GGL-licensed casinos

The expansion and large marketing budgets of international players like MGM Resorts and BetMGM demonstrate the dynamism and growth of the global gambling industry. GGL-licensed casinos in Germany face the challenge of remaining competitive despite stricter regulations. They must find innovative ways to attract players. Adhering to German regulations must always come first. This includes strict age verification, compliance with deposit and stake limits, and connection to LUGAS. While partnerships with major sports leagues are common in the US, the marketing scope for GGL casinos in Germany is narrower. Nevertheless, they can learn from international trends, especially in technology and user experience. Focusing on responsible gambling is crucial in both markets. GGL casinos would do well to use this as a competitive advantage and actively communicate player protection. It is important to show why licensed offers are safer than illegal, mostly overseas providers.