Storm on X
Circa Sports Director of Operations Jeffrey Benson has created a storm on social media platform X by slamming a BetMGM advertisement starring NFL great Tom Brady. Benson commented that the head of BetMGM’s “PR and Marketing Dept. should be immediately fired” in response to the ad, posted by BetMGM on Saturday:
The commercial is the start of a three-part teaser campaign BetMGM is running ahead of the Super Bowl in Las Vegas. It features the former New England Patriots and Tampa Bay Buccaneers quarterback in various disguises as he attempts to place a bet with BetMGM, only for actor Vince Vaughn to repeatedly turn him down.
Thanks for saying the quiet part out loud, BetMGM.”
Vaughn’s final word to Brady on why he can’t place a bet is “you’ve won enough.” This is the focal point of Benson’s ire, with the sportsbook exec stating: “Thanks for saying the quiet part out loud, BetMGM.”
In response to Benson, X user Eric Haber stated there was “an implication” that BetMGM intentionally scripted the commercial to promote a subtle message that it “did not want winning players on their site.”
X divided
Haber added, however, that he didn’t think the brand co-owned by Entain and MGM Resorts International intentionally created the ad to turn big win bettors away, and that “only sharp/frustrated players” could entertain that belief.
X user Horacio Hernandez, meanwhile, replied: “Hey they’re finally being honest! If you’re a winner… do NOT come here.” X user Rex Jones’ take was that just introducing viewers to the notion of banning a winner was “bad for business.”
While PatGarofalo responded that BetMGM “lines aren’t bettor friendly,” he disagreed with Benson, stating he liked the commercial and thought it “a funny ad.” Also on this team was Tom Byrnes, who stated that BetMGM was “telling the common folks it’s their turn to win.”
There were also X users like John Mehaffey, who took umbrage with the ad that also featured NHL legend Wayne Gretzky. Mehaffey stated he’d tried to speak to the sportsbook’s PR department about “irresponsible gambling messages” but no one there could “understand the problem.”
the sports betting marketing space is an “absolute cesspool.”
X user Nick Shea was scathing in response to the Circa Sports exec, stating the sports betting marketing space is an “absolute cesspool.” He added: “Can someone explain to me why on earth we allow books to advertise “no risk” and or “no sweat” bets? It’s shameful!”
Reason for caution?
In a press release, BetMGM’s Chief Revenue Officer Matt Prevost said the ad was his firm’s first Super Bowl commercial and showcased Las Vegas as the home for the game on February 11. “We couldn’t be happier with the talent we have assembled for the ad, and the connection they have to our brand,” Prevost stated.
Despite his confidence, there may be reason for caution in the US betting marketing space.
While US marketing departments can still use former major league legends to endorse gambling brands, it’s the opposite story in the UK. In 2022, the country’s gaming regulator banned celebrities and soccer stars from appearing in ads as a measure to protect underage and vulnerable bettors.
Ontario, Canada is to follow suit in February, banning athletes and celebrities from appearing in online gambling ads.