The story of the US legal sports betting gold rush wrote another chapter Thursday with news that one of Pennsylvania’s and MLB’s iconic teams, the Pittsburgh Pirates has signed a marketing partnership with one of the top provider dogs in the US scene, BetMGM. The multi-year agreement promises to be mutually beneficial and acts as just another in the long line of sportsbook/pro team alignments we’ve seen since the US Supreme Court overturned their blanket ban on sports wagering in 2018.
“Our partnership with BetMGM is one that we are extremely proud to announce,” said David Burke, Pirates executive vice president of sales and business development. “We are incredibly excited to partner with such a respected and innovative brand. It allows us the opportunity to provide a unique platform for our fans to engage with Pirates baseball like never before.”
BetMGM’s motivation, just like all betting providers that sign on with pro sports teams is to gain valuable exposure in key markets. Pennsylvania happens to be a consistent top-3 market in the broader US industry and BetMGM will get co-branding opportunities with one of that state’s iconic sports franchises. BetMGM also gets access to official MLB and Pirates data and trademarks to use in its sportsbook. The Pirates deal builds on an official sports betting relationship BetMGM already has with MLB.
As for branding, BetMGM signage will be clear and evident everywhere the Pirates happen to be. At the park, BetMGM signage will be visible behind home plate, in left field and a few other strategic locations. The BetMGM name will also be heavily featured on all Pirates media outlets, which include print, TV, radio and all internet-based interests.
BetMGM’s Chief Revenue Officer Matt Prevost said: “BetMGM has seen tremendous success in Pennsylvania since launching in December 2020. Growing our presence across the state, in partnership with the Pirates, is a top priority and we look forward to providing Pittsburgh’s passionate sports fans unique promotions and benefits only available on BetMGM.”
Pittsburgh Pirates Get
The Pittsburgh Pirates, thanks to the deal with BetMGM gain the backing of one of the true elite sports betting brands in the US scene. For sports leagues and individual teams, aligning with sportsbooks produces a more complete, more enhanced viewing experience for their fans, especially in this age of mainstreamed sports betting and the data that accompanies it.
It isn’t all about providing Pirates fans with unique participatory experience. Fans of the team will get a chance at fan-focused Pirates promotions at the ballpark and on the BetMGM app. The sportsbook brand will be present at all Pirates home games and on the BetMGM Pennsylvania sports betting platform. Fans will have opportunities at a slew of BetMGM and Pirates branded prizes including game tickets and trips to Las Vegas. BetMGM gives the Pirates a chance to incentivize their fans to tune in and further enjoy the Pirates product.
Going to the Top
BetMGM’s stock within the US legal sports betting industry has never been higher with little reason to think their elite status is in any danger. As it stands, they have a strong presence in 12 states and hold about a 22% market share in those jurisdictions.
In New Jersey, far and away the top sports betting jurisdiction in the country, BetMGM boasts an incredible 30% market share. It is deals like their Pittsburgh Pirates alignment in one of the top-3 betting state in the nation that will keep BetMGM in rarified air. Look for the company to continue to be active, adding new teams, new states and perhaps even leagues to their already impressive sports betting portfolio.