MGM’s Roar Digital secures exclusive MLS betting partnership
The operator will work alongside MLS to produce a free-to-play game for soccer fans that will “drive adoption of sports betting in regulated states”
MGM Resorts and GVC Holdings joint venture (JV) Roar Digital has secured a deal to become the first official betting and gaming partner of Major League Soccer (MLS) in the US.
Roar will become the exclusive sports betting partner of America’s top-tier professional football league in a deal that also covers the MLS All-Star Game and MLS Cup championship game.
As part of the deal, Roar will gain access to enhanced MLS data for users, television coverage during more than 100 nationally broadcast matches and unique MLS-themed promotions.
MLS and MGM, along with Roar Digital, will also develop an exclusive free-to-play game for soccer fans to “deepen fan engagement, drive adoption of sports betting in regulated states and build a base of potential sports bettors in states where regulation is still to be adopted”.
Roar’s playMGM mobile sports betting app will be promoted across the MLS’ portfolio of media platforms while MGM resorts will gain access to MLS social media and digital channels, while a deal has also been struck to produce an exclusive digital content series.
“MLS offers some of the most exciting sports action in the business, and we couldn’t be more excited to partner with the league as official gaming partner,” said MGM Resorts CEO Jim Murren.
“Pairing MLS action and real-time data and analytics with MGM Resorts’ best-in-class sports betting operations and innovative technology and mobile offerings will truly wow soccer fans and showcase our shared commitment to providing a thrilling and immersive sports experience.
“We look forward to building on our growth and continued success as a sports, gaming and entertainment leader.”
Roar Digital CEO Adam Greenblatt added: “MLS is one of the fastest growing professional leagues in the world and has rapidly established a passionate fan-base throughout the United States.
“The partnership positions us to be able to offer our players a unique blend of best-in-class product and customer experience.”