BetMGM Doubles Down on Hockey with Golden Knights Deal

Members of the Knights Guard celebrate. Ethan Miller/Getty Images/AFP

BetMGM has signed a multi-year deal to extend its sponsorship of the popular NHL team Vegas Golden Knights. The deal will see BetMGM signage displayed prominently inside the team’s T-Mobile Arena during home games.

The brand will also be featured on Knight Tron, and it will benefit from advertising on the team’s website, VIP Chalk Talks, and co-branded sweepstakes. “We’re thrilled to continue what has been a great partnership with the Golden Knights and look forward to more seasons of offering fans truly unique experiences only available on BetMGM,” said the company’s chief revenue officer, Matt Prevost.

Golden Knights President Kerry Bubolz added: “We’re excited to be continuing our great partnership with BetMGM. Just like the Golden Knights, BetMGM has become a key experience to the sports and entertainment industry in our community.”

Gretzky Fronts BetMGM’s NHL Drive

Earlier this year, BetMGM signed up Hall of Fame Wayne Gretzky as its brand ambassador on a multi-year deal. Gretzky is widely regarded as the greatest hockey player of all time, with 61 NHL records to his name. He is the league’s all-time leader for goals and assists, with 2,857 points spread across a 21-year career in Edmonton, Los Angeles, St. Louis, and New York. He won nine Hart Trophies.

“BetMGM is a terrific company and one at the forefront of the dynamic changes taking place in the sports business,” said Gretzky after signing the deal. “I’m excited to be a part of the company’s continued expansion into new states and territories and to help tell BetMGM’s story.”

Gretzky will help promote the BetMGM brand across the United States, but he will also spearhead its push into Canada. Single-game sports betting was legalized in Canada earlier this year, and Ontario is expected to roll out the country’s first legal sports wagering market in the coming weeks. BetMGM has been using Gretzky to front social media teasers as it prepares to make its debut in Canada.

A Formidable Roster of Brand Ambassadors

BetMGM has invested heavily in signing up famous athletes as brand ambassadors this year. NFL Hall of Famer Barry Sanders is part of the team, along with former running backs Marshawn Lynch and Chris Johnson.

It has also signed up former NBA All-Star Kevin Garnett, Michigan basketball legend Jalen Rose, MMA personality Ariel Helwani. Hollywood star Jamie Foxx remains the main face of the brand. BetMGM also continues to sponsor teams and venues. Last month, it tied up a multi-year deal with Madison Square Garden Sports to sponsor the New York Rangers and the New York Knicks.

The brand will be displayed prominently at Madison Square Garden during Knicks and Rangers games, along with advertising on the teams’ digital channels, TV stations, and digital boards outside the arena. It will also feature during games featuring the New York Islanders and New Jersey Devils.

BetMGM is one of nine online sportsbooks to gain a license to launch in New York in the coming weeks. “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,” said BetMGM chief revenue officer Matt Prevost.

BetMGM currently offers online sports betting in Arizona, Colorado, Indiana, Iowa, Michigan, Mississippi, New Jersey, Pennsylvania, Tennessee, Virginia, Washington, D.C., West Virginia, and Wyoming, but it will soon add Louisiana and New York to that list.