MGM Resorts has scored another sports partner. After making sponsorship deals with virtually all major sports leagues, the casino giant has now struck another partnership, this time with Major League Soccer (MLS).
The new multi-year partnership will be led by Roar Digital LLC, a joint venture that was created by MGM and GVC Holdings. That venture will be the exclusive sports gambling partner for MLS and will see MGM work with MLS to offer world-class soccer matches and other fan-centric activities. MGM, as well as Roar, will have access to MLS team and league data that it can use for gamblers and soccer fans.
In a statement by MLS, the league explained, “The landmark deal provides MGM Resorts and Roar access to enhanced MLS data for fans and sports betting customers and includes television-visible signage for all 100-plus nationally-broadcast MLS games and unique MLS-themed promotions and sweepstakes. The groups will also work together to develop an exclusive “Free to Play” game for fans.”
MLS Commissioner Don Garber added, “Major League Soccer is proud to partner with MGM Resorts to bring existing and new fans close to our sport in innovative and immersive ways. MGM Resorts is a leader in sports betting, and they recognize the progress of our league and the growth of the sport in the United States and Canada. Together, we will deliver cutting-edge data and analytics to MLS fans, and fan engagement will be the driving force behind every initiative in our partnership.”
In speaking with Sports Business Journal, MLS Deputy Commissioner Gary Stevenson added, “Sports betting has the ability to engage new fans in the sport, and provide existing fans with deeper engagement. Our clubs are looking to be very aggressive in this space, so we want to give them an opportunity to grow their fan bases and realise revenues around it.”
MGM is an official partner to the National Basketball Association (NBA), Major League Baseball (MLB) and the National Hockey League (NHL). The only major league it missed was the National Football League (NFL), which had signed a casino partnership deal with Caesars in January. However, that deal did not cover sports gambling.