BetMGM Launches New Branding with Jon Hamm

BetMGM has launched a major new branding campaign, in collaboration with actor Jon Hamm, marking a significant shift for the sports betting operator. The campaign, called ‘Make it Legendary’, has been developed in partnership with independent ad agency Highdive.

Jon Hamm, an Emmy and Golden Globe Award-winning actor, has been named as BetMGM's latest ambassador. He stars in a series of multi-channel spots directed by filmmaker Noam Murro, set to begin airing Aug. 30 during college football broadcasts. 

"This isn't just a campaign - it's a reimagining of what BetMGM stands for. We're at the forefront of entertainment and gaming, with the spirit of Las Vegas woven into our DNA," said Casey Hurbis, CMO at BetMGM. "Our new positioning celebrates the thrill, spectacle and storytelling potential in every spin, play and reward. With Jon Hamm's talent and universal appeal, he's a natural fit to represent the refined essence of our brand."

Highdive’s creative team worked closely with BetMGM on the project, citing extensive customer research as the foundation for the campaign’s direction. Mark Gross, the agency’s co-founder and co-chief creative officer, said the effort was designed to go beyond traditional advertising, positioning the campaign as a long-term creative platform. 

The new branding will be visible across television, social media, digital platforms, out-of-home placements, and BetMGM properties nationwide as the company looks to solidify its image within an increasingly competitive market. Lucrative BetMGM bonus codes don't hurt that cause, either.

BetMGM military gambling addiction research

In a parallel development, BetMGM and FanDuel have joined forces with the National Council on Problem Gambling (NCPG) to push for expanded research on gambling addiction among active military personnel and veterans. 

The coalition is seeking inclusion of gambling addiction as a research topic in the Peer-Reviewed Medical Research Program, part of the FY26 defense appropriations bill.

In June, the NCPG wrote to the Senate Appropriations Subcommittee on Defense, pointing out the issue's urgency. The letter noted the high prevalence of gambling addiction within military communities and called for bipartisan support to fund improved screening and treatment. 

Advocates point to troubling data that show that veterans with gambling problems experience homelessness at six times the rate of their peers. In contrast, nearly 40% of those seeking treatment for gambling addiction have attempted suicide. Other findings suggest that active and former military members face gambling addiction at roughly double the rate of civilians.

“Problem gambling disproportionately impacts our military communities and has life-altering impacts on service members who do not receive treatment. We’re proud to stand with an industry coalition to ask that we support our service members and their families by adding gambling addiction as an eligible research topic in the Peer-Reviewed Medical Research Program,” said Cory Fox, VP of Public Policy and Sustainability at FanDuel.

The campaign for research funding also represents a growing acknowledgment within the gaming industry of the need to balance expansion with social responsibility.