Roar Digital, the joint venture between MGM Resorts International and GVC Holdings, has been named the official and exclusive gaming partner of the US National Lacrosse League (NLL).
The partnership, the first for any lacrosse governing body in the US, will see the JV’s BetMGM brand granted commercial visibility and promotional opportunities throughout the league’s regular season and playoffs.
BetMGM will also create weekly betting lines, which will be distributed across all of the NLL’s platforms and channels.
“We are so proud to welcome BetMGM as yet another world-class brand to our family of national partners,” NLL commissioner Nick Sakiewicz said.
“The growth of our league as a sports and entertainment property and the amount of engagement we will be able to generate through this innovative partnership with MGM Resorts and Roar Digital will be very exciting and add tremendous value to avid, casual and new fans,” he explained. “The like-minded vision both our organizations share will continue to increase the relevance of the NLL and draw a wider audience of fans as we continue the momentum we enjoyed over the last four seasons.”
MGM Resorts’ president of interactive gaming Scott Butera said that the “fast-paced, high-scoring, growing” sport would present exciting opportunities for sports betting.
“We are greatly impressed by the management and operations of the NLL as evidenced by its strong roster of team owners,” Butera said. “The NLL is an ideal partner for BetMGM in accessing a fast-growing Lacrosse fan base.”
The NLL currently ranks third in average attendance for professional indoor sports in the US, with 13 teams from across the US participating in the competition. Its 2018-19 season saw ticket sales rise 28%, with sponsorship revenue expected to grow by 29% for 2019.
MGM, meanwhile, has already partnered a number of high-profile US sports leagues, signing deals with the National Basketball Association, National Hockey League, Major League Soccer and Major League Baseball.