NFL franchise Denver Broncos has deepened its links with the gaming and betting industry, after naming BetMGM as a sports betting partner in a multi-year agreement.
The sports betting and gaming platform from Roar Digital, an MGM Resorts International and GVC Holdings joint venture, this week asserted an ambition of becoming the lead sportsbook and igaming business for the regulated US market, as a second round of funding took investment to $450m.
Under the official partner moniker, BetMGM and MGM Resorts will provide a multitude of fan experiences, including a new BetMGM Lounge at Empower Field at Mile High Stadium, VIP travel packages, and benefits through the firm’s loyalty program, M life Rewards.
Furthermore, the strategic partnership also includes a free-to-play mobile game, digital marketing assets, and in-stadium promotions and signage.
Becoming available to Broncos fans directly on the franchise’s official mobile app, the game will offer eligible players the opportunity to test their sports prediction skills and win MGM Resorts prizes, including trips to properties nationwide.
Mac Freeman, Denver Broncos chief commercial officer, stated: “When we began the process of identifying potential partners in this category, our goal was to provide Broncos fans with unique ways to engage with sports betting.
“Together with BetMGM, we can now offer our fans and M life Rewards members in Colorado new opportunities such as in-stadium gaming lounge, VIP travel packages to MGM Resorts around the country and a free-to-play game through our mobile app.”
Roar Digital’s entry into The Centennial State was secured earlier this year via a partnership with the Midnight Rose Hotel and Casino, allowing the entity to offer online sports wagering throughout the state under the BetMGM brand.
“This partnership with the Broncos allows us to showcase not only a premier BetMGM sports betting and gaming platform, but also the world-class entertainment experiences delivered by MGM Resorts,” added Matt Prevost, BetMGM’s chief marketing officer.
“We’re excited to bring both of these to Broncos fans at Empower Field at Mile High Stadium and across the country, while offering BetMGM users new ways to engage with their favorite football team.”