SBC News Voice of the Sports Betting Industry
BetMGM UK has become the latest international betting brand to secure a presence in the Premier League, partnering with Newcastle United.
The agreement marks a quick move for the MGM Resorts betting brand to establish visibility in England’s top-flight football league following launch in the market earlier this month, with its UK HQ also located in Newcastle.
Brand visibility around Newcastle United’s St James Park stadium is the core focus of the partnership, with no inclusion of front-of-shirt or sleeve sponsorship terms.
This falls within the parameters of the Gambling Act review’s sponsorship recommendations and the Premier League’s planned phase out of front-of-shirt deals by the 2026/27 season, allowing continuation of LED and sleeve branding agreements.
Sam Behar, UK Director at BetMGM, said: “Newcastle United’s re-entry into the world’s elite this season is a golden moment for the football club and its incredible fans. We are proud that the club has selected BetMGM as one of its betting partners for the upcoming season.
“With our launch in the UK, it is fantastic to have Newcastle United as part of our stable of Premier League partner clubs. The team’s ambition and drive perfectly align with our growth strategy and we can’t wait to get started.”
BetMGM is a joint venture between MGM Resorts and its UK-based partner, Entain, which has so far targeted the US market only. However, the BetMGM UK brand that was launched this month is an MGM Resorts-only venture.
The Las Vegas-headquartered gaming and entertainment conglomerate is launching the brand using LeoVegas’ platform – having acquired the Swedish igaming firm last year – with sportsbook solutions support from Kambi.
As well as building up visibility for BetMGM, the deal also marks an expansion of Newcastle’s links with the betting space. The club also maintains partnerships with Fun88, which was a principal partner for six seasons, as well as Sportsbet.io.
Newcastle United’s Chief Commercial Officer, Peter Silverstone, said: “We are delighted to be introducing BetMGM as an official club partner.
“BetMGM already has a significant presence in the city of Newcastle, with the company’s UK office here, so it is a business that understands the football club, its fanbase and the region.
“We are very pleased to be taking this step together and I’d like to welcome BetMGM to our growing family of partners.”
