BetMGM has launched another big swing by signing up Derek Jeter.
The New York Yankees icon has stepped up to the plate as the New Jersey-based brand’s newest ambassador. The 51-year-old has penned a multi-year deal that will see the five-time World Series champion appear in upcoming national marketing campaigns, including a “Legendary Plays” spot that will debut Tuesday, July 15.
BetMGM Casino also plans to launch an exclusive Jeter-themed slot game, which will be the first online casino game to feature a current or former professional baseball player.
The operator’s online casino app is available in Michigan, New Jersey, Pennsylvania and West Virginia, as well as Canada’s regulated iGaming province of Ontario. Its sportsbook is live in 26 states plus D.C. and is set to launch in a 27th after securing market access in Missouri’s upcoming market.
“BetMGM’s commitment to excellence and overall approach help them stand out as an innovator in their space,” Jeter said. “They have worked hard to create a real community in their audience. I look forward to working with their team to build connections within their base of players and support the company’s continued growth.”
“As BetMGM’s brand continues to evolve, we could not think of a better baseball ambassador to add to our Mount Rushmore of legendary athletes than Derek Jeter,” said BetMGM’s Chief Marketing Officer Casey Hurbis. “‘The Captain’s’ universal appeal and proven track record of excellence, both on and off the field, will provide players with extraordinary experiences only available at BetMGM.”
As alluded to by Hurbis, the Hall of Fame shortstop becomes one of the biggest hitters on BetMGM’s lineup of sports stars. The NHL’s ‘Great One’ Wayne Gretzky, former NFL MVP Barry Sanders and ex-U.S. soccer goalkeeper Tim Howard all already rep BetMGM. Away from sports, the operator’s ambassadors also include the likes of Hollywood A-lister Jamie Foxx.
14-time MLB All-Star Jeter will be featured prominently across advertising campaigns and digital platforms and make appearances at exclusive VIP events. He will also play a key role in promoting BetMGM’s responsible gambling initiatives in both the U.S. and Canada.
Eilers and Krejcik Gaming recently reported that BetMGM, along with fellow retail-to-digital online gambling operator Caesars, has been losing market share to U.S. market risers such as Bet365 and Fanatics. Amid that context, BetMGM continues to bet heavily on name recognition and brand association.
BetMGM first operator to offer Friends game
Speaking of name recognition and brand association, before BetMGM becomes the first operator to launch a game featuring an MLB star, it also sealed another first last week.
The Entain and MGM Resorts International joint venture brand announced last week that, through a partnership with studio Atlantic Digital, it will introduce the first-ever online slot based on hit NBC TV show and modern streaming favorite Friends.
Set in Monica Geller and Rachel Green’s New York City apartment, ‘The One With the Multi Drop’ features the likenesses of the six main cast members and an instrumental version of the show’s theme song, ‘I’ll Be There For You’ by The Rembrandts.
The title has launched in New Jersey and Michigan and is expected to be expanded into further states in the coming months.
BetMGM Casino already has associations with some TV staples. It has used the Wheel of Fortune brand for a while now, and back in January, it acquired from Fremantle the IP rights to Family Feud and The Price is Right for online casino, giving it the right to develop new games under the brands.
