BetMGM Signs NFL Legend Barry Sanders as Brand Ambassador in Michigan

  • The Hall of Famer will be featured in BetMGM marketing campaigns
  • The deal comes right after the brand launched gaming and sports betting services in the state
  • Sanders will appear in virtual and in-person events, plus television and radio programs
Barry Sanders
BetMGM has named former Detroit Lion Barry Sanders – one of the greatest running backs of all time – as its new Michigan ambassador. [Image: Flickr.com]

The Lions’ GOAT

After launching online gambling services in Michigan last month, BetMGM has now signed a new state brand ambassador, Hall of Fame running back and former Detroit Lion Barry Sanders. The legendary fan favorite will appear in marketing campaigns for the brand and take part in events with customers.

BetMGM posted about the new deal on Twitter:

The deal builds on the partnership that BetMGM already has with the Detroit Lions. Sanders was a member of the Lions for ten years and was a powerhouse, selected as first-team All-Pro six times. With seemingly more good years ahead of him, Sanders suddenly retired after the 1998 season. He was easily voted into the Hall of Fame with the Class of 2004. Barry Sanders is one of just a handful of players to rush for 2,000 yards in a single season.

Keeping Sanders busy

As part of the new partnership, Sanders will take part in both public and private events hosted by BetMGM. BetMGM customers, as well as MGM Resorts’ M life Rewards members, will be able to take part. There are plans to offer in-person events as well as virtual meetings.

Sanders will be featured on social media via content posted to BetMGM’s channels. The former Heisman Trophy winner will also be featured on television programs and radio shows representing the brand.

When asked about the partnership, Sanders said he is typically the one breaking records in his home state, but it is amazing to see what BetMGM has already been able to accomplish.

hop on the ride of the fastest-growing sports betting app in the business”

“I’m excited to be part of the BetMGM team and hop on the ride of the fastest-growing sports betting app in the business,” Sanders said.

BetMGM chief revenue officer Matt Prevost commented as well, stating that the company is honored to be working with Sanders, that it feels a bit surreal. The partnership adds a new level of excitement as well as potential for BetMGM to offer unique experiences for customers.

Additional partnership deals

BetMGM has been quite active in the New Year. Before striking a deal with Sanders, the brand was busy setting up new sports betting partnerships. Just this week, BetMGM announced it is the official partner of the Richard Childress Racing NASCAR team.  

The operator is a primary sponsor of some races of the NASCAR Cup Series and will debut with the Childress team on February 14 during the Daytona 500. BetMGM is also an associate partner of two drivers for the team, Tyler Reddick and Austin Dillon.

In late January, the operator announced a deal with The Athletic. The focus of this partnership will be to develop The Athletic Betting Hub. This new vertical will provide videos, audio, and digital content associated with sports betting. The brand will integrate live odds and promotions within the content.