BetMGM, the betting brand operated via the GVC Holdings and MGM Resorts joint venture Roar Digital, has agreed a new commercial deal with National Football League franchise the Pittsburgh Steelers.
Under the agreement, BetMGM will serve as the team’s first gaming partner and work with the Steelers on a range of fan-focused initiatives.
These will include acting as presenting sponsor of the Steelers’ Kickoff pre-game show, as well as running a sweepstakes competition, offering fans the chance to win a range of prizes, such as club level season tickets team merchandise.
BetMGM will also benefit from gameday media and weekly media placements, including radio spots within Steelers programming, and also run a television ad during head coach’s Mike Tomlin press conferences.
The deal comes after BetMGM recently secured a license to offer online casino and sports betting in Pennsylvania. Pending regulatory approval, the operator plans to go live in the state before the end of the year.
“We’re eager to launch BetMGM’s gaming offering in Pennsylvania and I can’t think of a better way to kick off our entry into the state than through this monumental partnership,” BetMGM’s chief revenue officer Matt Prevost said.
Meanwhile, GVC has become an official partner of PlayPause, GeoComply’s new multi-state responsible gambling tool.
The solution will be made available to operators and regulators via Conscious Gaming, a new non-profit organization established by GeoComply, and will launch first for BetMGM.
PlayPause allows users to expand their protective self-exclusion bubble so that they can block access to gambling sites across multiple states. Operators can also use PlayPause to strengthen their own responsible gambling programs.
“We believe the most responsible operator will be the most successful operator, and PlayPause’s innovative, multi-state approach to responsible gaming in the US aligns with our firm commitment to providing our customers with the safest and most enjoyable experience possible,” GVC chief executive Shay Segev said.
Conscious Gaming trustee and GeoComply chairman and co-founder, Anna Sainsbury, added: “To have such a high profile, responsible and fast-growing operator on board from the start is a fantastic endorsement for the PlayPause initiative.
“As an industry, it’s only by working together with all stakeholders that we’ll be able to ensure players have the necessary tools to foster responsible play.”