MGM Resorts International is expanding its presence once again into the U.S. professional sports landscape with a four-year agreement with Major League Soccer designation the gaming giant as the league’s official partner.
Like its partnerships with the NBA, the NHL and Major League Baseball, the deal provides MGM with non-exclusive access to enhanced MLS data for sports bettors in conjunction with its joint-venture partner GVC Holdings, and features a number of cross-promotional initiatives, including on-field signage during more than 100 nationally televised games and a presence within the league’s digital and social media platforms.
The partnership will also work to bring soccer and soccer-related events to Las Vegas, which could include league business meetings and e-sports, and also will collaborate on a free-to-play app that is expected to be released later this year, SportsBusiness Journal reported.
“Our clubs are looking to be very aggressive in this space, so we want to give them an opportunity to grow their fan bases and realize revenues around it,” said MLS Deputy Commissioner Gary Stevenson. “Sports betting has the ability to engage new fans in the sport, and provide existing fans with deeper engagement.”
The potential takeaways for MGM extend beyond betting. MLS accounts currently for only a tiny fraction of Las Vegas sports wagers, but the league has grown dramatically over the last decade 27 teams in the United States and Canada with expansion franchises in the pipeline in three more U.S. cities𑁋and its fan base is reputed to be one of the youngest and most diverse in pro sports. Women account for 41 percent of TV viewers, according to the league, Hispanics 34 percent.
These partnerships are “about building out a good data base of sports fans to engage and have a conversation with, said Brendan Bussmann of Las Vegas-based Global Market Advisors. “MGM Resorts’ strategy has been to focus on the professional leagues to accomplish this goal.”
