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LOS ANGELES, CA - FEBRUARY 16: Kevin Garnett attends the 2018 NBA All-Star Game Celebrity Game at Los Angeles Convention Center on February 16, 2018 in Los Angeles, California. Jayne Kamin-Oncea/Getty Images/AFP (Photo by Jayne Kamin-Oncea / GETTY IMAGES NORTH AMERICA / Getty Images via AFP)

The legal U.S. sports betting scene continues to grow and a pair of new partnerships accentuated it this last week.

This past week was full of incredible news for the U.S. legal sports betting industry. Reports from a slew of elite betting jurisdictions revealed record monthly handles for September, earnings reports from a host of betting providers showed incredible momentum for the industry as a whole, and as we closed out the week, a pair of new partnership deals show us that the U.S. legal sports betting gold rush isn't over with yet; not by a long shot.

Bally's Corporation announced on Thursday, Oct. 21, that it has partnered with the NHL's Nashville Predators. On that same day, BetMGM welcomed its newest Brand Ambassador, NBA legend Kevin Garnett into the family. Those deals are the latest in a long string of such tie-ups that are becoming not only more popular but seemingly more necessary in the exploding U.S. legal sports betting scene.

Bally's/Predators deal

Bally's Corporation has been on a fast-track toward legal sports betting elitism for some time. It added to its clout this week with its first partnership deal with an NHL club, the Nashville Predators. It also marks the first Tennessee pro sports team that Bally's has teamed up with. 

The deal makes Bally's the team's official sports betting partner and official free-to-play gaming partner through 2025. Smashville Selector, a free-to-play game that offers fans the chance to compete for unique prizes will be coming to Predators fans immediately via Bally’s Sportsbook.

"From the moment sports betting launched in Tennessee, we've wanted to align with dynamic companies that will help us bring the best fans in sports even closer to the game we all love," Predators Executive Vice President and Chief Revenue Officer Chris Junghans said in a statement.

"We've found just that with Bally's Corporation and Bally Bet, who we're thrilled to welcome to the pro sports landscape in our state for the first time. Bally's unique approach to content integration and brand alignment through their broadcast partnerships is going to be a game changer. We are excited to be one of the first teams to partner with Bally on this unique and exciting endeavor."

Bally's will gain Predators intellectual property rights and the betting provider will be afforded access to team logos, marks, and certain content rights. It will have a presence going forward in the Preds’ home arena and on all broadcasting arms of the NHL franchise.

Bally's gets an immense amount of exposure in the bustling Tennessee market. The Predators gain a heavyweight sports betting provider as a partner to assist in their fan-engagement goals.

BetMGM/Kevin Garnett deal

BetMGM added to its Brand Ambassador family this week by inking 15-time NBA All-Star, 2004 MVP award winner, and 2008 Defensive Player of the Year Kevin Garnett as its latest celebrity spokesperson. The deal came just in time for the start of the 2021-2022 NBA season.

“I’m thrilled to be working with BetMGM to share their insights with my fans,” Garnett said in a media release. “It’s a natural fit for both myself and BetMGM given our mutual desire to stay on top of the ever-changing sports business landscape.”

Garnett joins another NBA player, Jalen Rose, former NFL running back Marshawn Lynch, Wayne Gretzky, and Barry Sanders as Brand Ambassadors for BetMGM as the company attempts to maintain and even grow its market share in the ever-growing US legal sports betting industry. 

Garnett becomes one of the faces of the elite sports betting provider brand. He will appear in upcoming BetMGM marketing campaigns, which have quickly become some of the best in that space. He will also be a feature of BetMGM promotions, social media content, and fan-directed events. 

“Kevin Garnett brings a unique energy to everything he does, on and off the court,” Matt Prevost, BetMGM Chief Revenue Officer, said in a media release. “As the basketball season tips off, we look forward to welcoming Kevin to the BetMGM family and working with him on a variety of fan-focused promotions.”

Sports betting partnerships here to stay

You would be hard-pressed to find a week in the last six months in which some sort of partnership deal in the U.S. legal sports betting space didn't take place. States, wagering providers, teams, and leagues have proven eager to align during this time of immense growth in the industry.

The U.S. legal sports betting industry is here to stay and is poised to be a major part of the sports landscape. Everybody seems keen to take advantage, meaning that partnerships will continue. All that is in question is which entity or celebrity will be next to tie themselves to what was once a taboo industry.

SEE ALSO: New Jersey first to reach unfathomable $1 billion monthly handle