Jon Hamm Stars in New BetMGM Ad Campaign

The NFL season is nearly upon us, so it's time for BetMGM to launch its flagship national advertising campaign. Titled "It Happens Here," the ads star Emmy- and Golden Globe-winning actor Jon Hamm.

Located in "The Legends Lounge," a (fictional) space designed to combine the energy and atmosphere of a Las Vegas sportsbook floor with the cool sophistication of a speakeasy, Hamm's suave screen presence is the perfect fit. 

In the ad, directed by Dave Meyers for BetMGM's independent creative agency of record, CAPE,  Hamm delivers a character full of exactly what you'd expect: classic Hollywood gravity with perfect deadpan comedic timing that oozes charisma. It's the next step in the company's 2025 "Make it Legendary" campaign, which also starred Hamm.

“As we enter the most exciting time of year for our players, we wanted to create a campaign that feels distinctly BetMGM while tapping into MGM Resorts’ entertainment legacy,” said Matt Prevost, Chief Revenue Officer, BetMGM. “With Jon’s magnetic charm and CAPE’s creative vision, ‘It Happens Here’ ties together the breadth of experiences we offer in a way that’s unmistakably BetMGM.”

It's far from his first foray into the advertising world, where he's served as a spokesperson for AppleTV+, Progressive Insurance, Carvana, SkipTheDishes, Mercedes-Benz, and more. 

Hamm said: “The Legends Lounge is a world full of unexpected moments and memorable characters, and I enjoyed helping bring it to life for BetMGM’s new campaign. It’s clever, entertaining and a lot of fun.”

Other advertising ahead of the NFL season

DraftKings has launched an aggressive advertising campaign for its newest product, DraftKings Predictions. The campaign launched on Aug. 24 and highlights the prediction market app, which is available to residents of states where access to the best sports betting apps remains illegal.

Looking to grab a foothold in a crowded prediction market apps scene, the promotional campaign offers new users $200 in "Prediction Dollars" after placing an initial $5 trade on real-world events.   

Daily fantasy sports operators have also been active in the lead-up. PrizePicks debuted a new commercial series with comedian Druski at the lead, while Underdog Fantasy released a national platform starring actor Paul Walter Hauser.