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NFL legend Sanders joins BetMGM as ambassador in Michigan


MGM and Entain joint venture BetMGM has signed former Detroit Lions running back and Pro Football Hall of Fame member Barry Sanders as a brand ambassador in Michigan, following the operator’s launch in the state last month.

Sanders will appear in BetMGM marketing campaigns, as well as “a variety of events” involving the operator’s customers.

“It’s an honor and surreal moment for all of us at BetMGM to team up with Barry Sanders,” BetMGM chief revenue officer Matt Prevost said. “Adding Barry to the BetMGM family brings a new level of excitement and the potential for us to create unique experiences for our customers.” 

The deal builds upon BetMGM’s existing partnership with Michigan NFL franchise the Detroit Lions. Sanders played for the Lions for all of his 10-year NFL career, winning the 1997 Most Valuable Player award and six first-team All-Pro selections. After retirement, he was named to the Pro Football Hall of Fame, as well as the NFL’s 100th anniversary all-time team.

“I’m excited to be a part of the BetMGM team and hop on the ride of the fastest-growing sports betting app in the business,” Sanders said. “Typically, I am the one breaking records in Michigan, but it is amazing to see what BetMGM already has accomplished in my home state.” 

BetMGM introduced its online betting and igaming products in Michigan on January 22, when the market opened for business, after being one of the nine licensees granted approval to launch from that date.

Sanders will join a list of BetMGM ambassadors that includes Oscar-winning actor Jamie Foxx. Foxx became the face of BetMGM’s The King of Sportsbooks campaign in September 2020.