BetMGM remains one of the biggest names in sports betting in the United States. On the 19th of February, 2021, they announced a partnership with Topgolf entertainment group. The multi-year agreement between both companies is expected to improve their respective customer bases. More importantly, it would also allow both of the partner companies to interact with customers outside of their individual customer bases.
About The Partners
BetMGM was formed from a partnership between MGM resorts international and Entain Plc. in 2018. The company has exclusive sports betting rights to MGM Resorts across the United States, both online and in MGM’s physical casinos. They are also a leader in online casino gaming and poker, along with sister brands Borgata Online, Party Casino, and Party Poker. BetMGM is one of the biggest online sportsbooks in the US, and its headquarters is in New Jersey.
Topgolf Entertainment Group is a global sports and entertainment company which is headquartered in Dallas. The company has grown to become one of the most popular in the sports entertainment industry. According to their official website, “What started as a simple idea to enhance the game of golf has grown into a movement where people from all walks of life connect at the intersection of technology and sports entertainment.” The company has multiple platforms which include Topgolf Media, Topgolf Venues, Topgolf Swing Suite, and Toptracer.
What Will the Partnership Entail?
The deal between these companies focuses on marketing and promotional offers in both digital and physical properties. This includes Topgolf’s physical properties and the World Golf Tour (WGT) game which has been part of the Topgolf group since 2016. With this partnership, you should expect to see BetMGM branding in Topgolf venues in locations where BetMGM is licensed to operate. These include:
- Las Vegas, Nevada
- Indianapolis, Indiana
- Nashville, Tennessee
- Detroit, Michigan
- Virginia Beach, Virginia
- Denver, Colorado
This branding is expected to extend to Topgolf’s WGT game which has over 15 million users around the world. As sports betting becomes legal in other states across the US with Topgolf locations, BetMGM will activate branding and promotional integrations in these locations. Topgolf will also begin to offer BetMGM promotions.
Speaking on the deal, Matt Prevost, the Chief Revenue Officer of MGM, said “We look forward to introducing Topgolf guests to the immersive sports betting experience that only BetMGM can provide. Topgolf is known for offering unique and interactive entertainment options, which our loyal BetMGM users can now access through a variety of exclusive and customized packages.”
Topgolf’s Chief operating officer, JF Prata also had this to say, “We are thrilled to partner with BetMGM as we continue to energize and grow our entertainment communities. Topgolf has always been committed to providing new and exciting experiences to our guests, and this partnership delivers on that while providing our longtime fans, as well as those less familiar with Topgolf, an introduction to a complementary experience with BetMGM.”
The financial details of the partnership were not included in the statement put out by the companies.
How Do Both Companies Benefit From the Deal
The BetMGM branding in Topgolf locations across the country and during the WGT game will help to advertise the company to the community of sports fans that Topgolf has. This focused advertisement is likely to be more effective than advertising to the general population because the majority of Topgolf customers are sports fans. It makes sense, seeing as sports fans are the group of people most likely to take on sports betting.
Also, in states where sports betting is currently illegal and Topgolf entertainment is already present, BetMGM now has a system in place to begin advertising as soon as it is made legal. This is expected to be important going forward as the US gambling market is expected to grow massively in the next few years as a result of the landmark 2018 court ruling in favor of New Jersey’s law permitting betting on sports that now allows states to legalize online betting whenever they choose to.
For Topgolf entertainment, the partnership lets them into BetMGM’s large customer base. And the BetMGM themed promos could help to attract betting fans to their locations around the country. This partnership is one that sports fans and bettors across the country can look forward to with excitement. It will most certainly allow fans and customers to experience the best of what sports betting and sports entertainment have to offer.
