Analysis

BetMGM partners with the Steelers; Bally’s goes live in Iowa

BetMGM is readying it entry into the Pennsylvania market by becoming the official betting partner of the Pittsburgh Steelers.

BetMGM recently received a license to offer online casino and sports-betting.

Pending regulatory approval will launch in Pennsylvania in the coming weeks.

BetMGM is a joint venture between US casino giant MGM and UK bookmaker GVC (soon to become Entain).

It recently launched in Tennessee and has stated its ambition to be the market leader in US igaming.

BetMGM is a top-tier brand in the Wedge Index and it will add four points to the Pennsylvania tally when it launches.

It will cement Pennsylvania’s status on the Index as the second most gaming-friendly state.

Marketing and media assets

The group will leverage Steelers’ media and branding assets such as the Steelers Kickoff pre-game show, team broadcast programming, digital marketing assets and in-stadium promotions and signage.

It will make full use of Steelers’ trademarks and logos in its marketing and digital efforts.

Along with the pregame show, other marketing assets will include gameday and weekly media.

Also included in the deal are and TV and radio spots within Steelers programming on ESPN Pittsburgh.

The Steelers are currently unbeaten in the regular season and are seen as one of the favorites for the Superbowl.

Matt Prevost, Chief Revenue Officer at BetMGM, hailed Steelers Nation are one of the most passionate fan bases in professional sports.

“We’re eager to launch BetMGM’s gaming offering in Pennsylvania.

“I can’t think of a better way to kick off our entry into the state than through this monumental partnership.”

Bally’s in online first  

Bally’s, meanwhile, has taken over the existing sportsbook agreement Bet.Works has with the Elite Casino in Grand Falls, Iowa.

The partnership follows Bally’s recently-announced agreement to acquire Bet.Works for $125m.

Bally’s added that offering sports betting in Iowa would mean its operating footprint reaching  across 11 states.

Iowa is the first state where Bally’s does not operate a land-based casino.

It will establish its market presence through its online platform only.

Bally’s said it generally prefers to enter a jurisdiction through an owned casino property.

But  “entering through a market access agreement is a good solution”.

Bally’s CEO George Papanier added said the company was delighted to partner with Elite Casino Resorts in Iowa.

“We currently operate sportsbooks in Rhode Island, Colorado, Delaware, Mississippi, and soon will be in Atlantic City.

“Entering the Iowa gaming market with our new, integrated sports-betting and iGaming company is very exciting and we look forward to the launch in 2021.”

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Jake Pollard

Jake Pollard is an experienced journalist and editor who has covered the online gaming and betting industry for many years. He has written for the leading media outlets as well as operators and suppliers in the igaming space. His current areas of focus are wide-ranging and include regulatory developments in the US, emerging markets in South America and how European countries are adapting to a decade of igaming regulation.

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