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BetMGM and Topgolf Entertainment Group Forge New Sports Betting Partnership

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BetMGM and Topgolf Entertainment Group Forge New Sports Betting Partnership
Golfers join thousands in Topgolf's Guinness Book World Record attempt for most golf balls hit simultaneously. Kimberly White/Getty Images

BetMGM and Topgolf Entertainment Group have gotten together in the newest of a rash of sports betting partnerships aimed at increasing the profile of both brands in the increasingly competitive US legal sports betting market. The partnership will expand each company’s reach and will allow each to generate new audiences going forward, both digitally and in-person.

The multi-year agreement will see cross-promotional marketing opportunities for both companies, at Topgolf’s entertainment complexes throughout the US. BetMGM Branding will also become visible within the popular online golf game currently under the Topgolf banner, WGT.

The new marriage aims to provide an “integrated sports betting and entertainment experience” for users of both BetMGM and Topgolf.

“We look forward to introducing Topgolf guests to the immersive sports betting experience that only BetMGM can provide,” Matt Prevost, BetMGM’s chief revenue officer, said in the news release. “Topgolf is known for offering unique and interactive entertainment options, which our loyal BetMGM users can now access through a variety of exclusive and customized packages.”

More Details

The BetMGM gains valuable brand-visibility thanks to the partnership – in all of the cities where there is a Topgolf facility. Those locations include their flagship Las Vegas location, Indianapolis, Nashville, Detroit, Virginia Beach and Denver, all of which are currently in states that have thriving legal sports betting scenes.

Digital branding and promotional opportunities will continue in those jurisdictions and will be part of Topgolf’s growth strategy into states that have yet to legalize their own sports betting platforms. Everywhere Topgolf is, BetMGM will be and vice versa going forward.

“We are thrilled to partner with BetMGM as we continue to energize and grow our entertainment communities,” JF Prata, Topgolf Media chief operating officer, said in the release. “Topgolf has always been committed to providing new and exciting experiences to our guests, and this partnership delivers on that, while providing our long-time fans, as well as those less familiar with Topgolf, an introduction to a complementary experience with BetMGM.”

Building on What Golf Has Already Done

Golf and the PGA Tour was one of the first major US sports to fully embrace legal sports betting after the 2018 Supreme Court’s Decision to overturn its blanket ban on sports betting. BetMGM is already an official sports betting partner of golf’s premier Tour, so it was a logical step for the betting provider to team up with Topgolf.

The PGA hasn’t been shy about their embrace of sports betting either. The Tour has existing deals in place with the two DFS behemoths, BetMGM and PointsBet, which in turn has doubled down thanks to their relationship with NBC Sports. Betting is currently everywhere in golf right now, from the leadups to tournaments to the broadcasts on network TV.

Topgolf has also been on a bit of an expansion-spree as evidenced by a recent deal they signed with Callaway, which revealed a value of $2 billion for the Topgolf brand. The brand is looking to grow and capitalize on what has been a sports betting gold rush the last two plus years.

Partnerships

Partnerships have become an absolute necessity for any company looking to dominate the ultra-competitive legal sports betting industry the last 12 months or so. For BetMGM, their Topgolf deal is just another brick in the wall and for Topgolf it has to be viewed as a bit of a boon that they were able to align with such a high-profile provider in the legal sports betting space.

Look for more such deals to be consummated as not only leagues and betting providers look to take advantage of the meteoric rise of legal sports betting, but companies in all corners of the sporting world attempt to get in on the action as well.