BetMGM Plants Flag in German Soccer Scene With Exclusive Borussia Dortmund Deal

  • BetMGM exec said the partnership with the German franchise represents “a major milestone”
  • Deal will involve cross-marketing initiatives and promotional social media campaigns
  • BetMGM’s US-based customers can watch every game Dortmund plays on the BetMGM app
  • MGM Resorts/Entain also announced a BetMGM business update event for analysts and investors
Borussia Dortmund fans waving club flags in soccer stadium
BetMGM has become the first US sports betting operator to partner with a German soccer team, following an exclusive regional US partnership with the Bundesliga’s Borussia Dortmund. [Image:]

Partnership is a US first

BetMGM continues to blaze a trail through the international sporting scene with the announcement that it has become the exclusive regional US partner of high-profile German soccer club Borussia Dortmund.

the first US sports betting operator to tie up with a German soccer franchise

The partnership makes BetMGM the first US sports betting operator to tie up with a German soccer franchise. The New Jersey-based iGaming and sports betting powerhouse expressed its excitement over the groundbreaking deal on Monday via Twitter:

BetMGM chief revenue officer Matt Prevost touched on the rapidly growing US interest in Germany’s premier soccer league, the Bundesliga. As Borussia Dortmund represents one of the most progressive and dynamic clubs in the division, Provost considers the partnership with the soccer franchise from Western Germany “a major milestone”.

An official BetMGM news release stated that the tie-up will involve cross-marketing initiatives and promotional social media campaigns. The duration of the partnership was not specified.

Exclusives in store for Dortmund US fans

As Prevost mentioned in the news release, customers can engage with Dortmund and “watch every game through the BetMGM app.”

The official name of the North Rhine-Westphalia-based soccer club is Ballspielverein Borussia 09 e.V. Dortmund. It is more commonly known as Borussia Dortmund, Dortmund, or BVB. The club is renowned for producing top young soccer players, such as Norwegian wunderkind Erling Haaland and England’s Jadon Sancho. Progressive managers like Liverpool’s Jürgen Klopp and Chelsea’s Thomas Tuchel have also left innovative tactical imprints on the club.

BetMGM has also landed the rights to using team assets, including logos and imagery of Dortmund’s players, across various marketing applications. US-based customers who are also Dortmund fans can access exclusive sign-up offers, enter sweepstakes to win Dortmund prizes, and interact with co-branded content on the franchise’s social media channel.

According to the news release, “commercial division of global sports business agency SPORTFIVE” was behind the Dortmund-BetMGM partnership agreement.

BetMGM’s strategic sports betting blitz

The Dortmund deal adds another strategic layer to BetMGM’s multi-brand, global sports betting offensive. Borussia Dortmund’s head of international/commercial & new business, Benedikt Scholz, said the partnership would broaden the soccer club’s US market reach.

A partnership between Las Vegas-based global entertainment giant MGM Resorts International and UK-based sports betting and gaming group Entain Plc (formerly GVC Holdings) birthed the BetMGM sports wagering and iGaming brand in 2018. As such, BetMGM is in a prime position to capitalize on related opportunities within the US, through MGM Resorts’ US land-based and online sports betting businesses and Entain’s US-licensed proprietary technology.

As a clear sign of the joint venture’s intent within the exponentially booming US sports wagering and iGaming market, MGM Resorts and Entain announced yesterday an upcoming virtual business update on BetMGM for analysts and investors on April 21. The event will provide interested parties with “deeper insights” into BetMGM’s business ventures.

Announcements of the business update event and the Dortmund deal on the same day encapsulates BetMGM’s rip-roaring start to 2021. Last week, it launched its second casino app in Pennsylvania, and also inked an integrated sports betting and entertainment deal with industry power player Topgolf.

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