MGM Resorts Marketing Deal Drives Growth in Sports Betting with MLB Players

MGM Resorts International has recently announced a strategic partnership with MLB Players, Inc., the business arm of the Major League Baseball Players Association (MLBPA), a move that significantly impacts the landscape of sports betting. This collaboration allows MGM to utilise group marketing rights and gain access to MLB Players branding, providing valuable avenues for promoting and engaging fans interested in sports betting across the league.

While specific financial terms of this multi-year agreement have not been disclosed, it includes numerous hospitality benefits for MLB players at MGM properties, which will host various functions for the players’ business unit.

Under the agreement, MGM Resorts can leverage MLB Players’ group rights across a wide range of print and digital promotions, advertisements, and sweepstakes in the U.S., China, and Japan,” stated a recent press release. “Additionally, MGM Resorts will become a participating partner of MLB Players, Inc.’s Players House hospitality space at each season’s All-Star Game.”

The announcement did not confirm if the agreement would be in place for the upcoming 2022 All-Star Game scheduled in Los Angeles.

Batter Up for MGM

The MLBPA functions as the players’ union and acts as the exclusive group licensing agent for commercial and licensing activities involving active Major League Baseball players.

This deal with MLB Players marks another strategy for MGM to strengthen its ties with the professional baseball community, especially as gaming companies continue to explore partnerships with sports organisations. Despite baseball traditionally lagging behind football and basketball in domestic betting handle, developing relationships with MLB Players may yield positive outcomes for MGM.

Many of MGM’s regional casinos located in areas that host MLB teams stand to benefit from this partnership. Moreover, as the acceptance of regulated sports wagering grows, MLB players are now forming direct partnerships with sportsbook operators, paving the way for initiatives like the one MGM is launching with MLB Players.

“MLB Players will have opportunities to enter individual ambassador agreements to promote MGM Resorts through appearances, social media posts, autographed memorabilia, and advertisements,” as referenced in the statement from MGM.

More MLB and Gaming Agreements

Historically, Major League Baseball (MLB) had a strict stance against betting. However, this viewpoint has shifted considerably post the 2018 Supreme Court ruling concerning the Professional and Amateur Sports Protection Act (PASPA).

Nowadays, the MLB maintains substantial relationships with the gaming sector, including collaborations with franchises and gaming companies. For instance, BetMGM serves as the official sports betting partner for the Houston Astros, a team residing in a state where sports wagering is currently prohibited.

Furthermore, both MLB and the players’ union are investors in Fanatics, a company anticipated to make strides into the sports wagering industry soon.

Key Facts About the MGM and MLB Partnership

• Partnership Type: Multi-year marketing deal.
• Main Benefits: Access to MLB branding, group marketing rights, hospitality options at MGM properties.
• Geographic Scope: Promotions in the U.S., China, and Japan.
• Involvement in All-Star Game: MGM will participate in the hospitality space at MLB All-Star Games.
• Potential for Individual Ambassador Agreements: Opportunities for MLB players to promote MGM through various channels.

This partnership signifies a major step for both MGM Resorts and MLB Players in the evolving relationship between sports and the gaming industry, showcasing how traditional sports leagues are embracing the benefits of legalized gambling.

In summary, as MGM Resorts strengthens its presence within the MLB community, this partnership is a testament to the growing collaboration between sports and gaming, providing extensive opportunities for visibility and engagement for both parties involved.