Big Week for BetMGM Continues: Company Now Official Sports Betting Partner of the Denver Broncos
It has been a great week for ROAR Digital and BetMGM – the joint venture between MGM Resorts International and GVC Holdings. First came the news that the company has secured funding to increase their investment in their mobile brand BetMGM from $200 million to $450 million and Thursday came an announcement that BetMGM has entered into a multi-year agreement to become an official sports betting partner of the Denver Broncos.
ROAR Digital has been on a tear as of late and their intention to become one of the elite providers in the exploding US legal betting market has not been a secret. The company will be live in 11 states by the end of this year and has market access in 19 states already which comprise about 50% of the US population. The Broncos have also been aggressive in their pursuit of sports betting partners. Betfred signed on in mid-June and one of the biggest DFS providers on the planet came before that and represented the first provider to announce an official betting partnership with an NFL club.
The deal
As an official sports betting partner of the Broncos, BetMGM and MGM Resorts will provide premium fan experiences, including an Empower Field at Mile High's BetMGM Lounge and VIP travel packages. The strategic partnership also contains a free-to-play game available in the official Denver Broncos 365 mobile app, digital marketing assets, and in-stadium promotions and signage.
"This partnership with the Broncos allows us to showcase not only a premier BetMGM sports betting and gaming platform, but also the world-class entertainment experiences delivered by MGM Resorts," said BetMGM's Chief Marketing Officer Matt Prevost. "We're excited to bring both of these to Broncos fans at Empower Field at Mile High Stadium and across the country, while offering BetMGM users new ways to engage with their favorite football team."
A deeper dive
The new BetMGM Lounge at Empower Field at Mile High Stadium is a boon for both BetMGM and the team. “The BetMGM Lounge, located on the Level 1 concourse adjacent to Gate 4 and outside Section 111/112, will allow fans 21 years and older access to a full-service premium bar, a luxury lounge, live odds and assistance with BetMGM’s mobile app,” promoters stated. BetMGM and the Broncos will work together on promotions for each of their brands during the year.
Also included in the partnership is a new game specifically targeting Broncos fans - their season-long First Possession Payoff, which will come to fruition later this summer. It is a free-to-play game that will be afforded to Broncos fans on the official Denver Broncos 365 app. Fans will test their prediction skills for the chance to win MGM Resorts branded prizes including trips to MGM properties across the US.
Denver Broncos Chief Commercial Officer Mac Freeman said: “When we began the process of identifying potential partners in this category, our goal was to provide Broncos fans with unique ways to engage with sports betting. Together with BetMGM, we can now offer our fans and M life Rewards members in Colorado new opportunities such as in-stadium gaming lounge, VIP travel packages to MGM Resorts around the country and a free-to-play game through our mobile app.”
The logical step
BetMGM recently launched in Colorado with Midnight Rose Hotel and Casino and as one of the most iconic betting brands in America, it made sense to partner with one of the most iconic NFL brands around.
Both BetMGM and the Denver Broncos have designs on elevating to the top of their particular lanes. The partnership will help elevate both as we head into what we hope will be a “normal”, COVID-free season. The Broncos now have three sports betting partnerships and from chatter coming from the team, three may be their max. But look for BetMGM seek and add to their NFL partnerships once the floodgates open.
