Online gaming and sports betting platform BetMGM has continued its recent hot streak by signing Academy and Grammy award winner Jamie Foxx as the face of its new advertising campaign.

Taking place under a ‘The King of Sportsbook’ moniker, the campaign aims to showcase the excitement that comes with sports betting.

Foxx will star in a variety of traditional and social media advertisements for BetMGM, with the first brand campaign together made in partnership with creative agency 72andSunny New York. 

The campaign will roll out in the coming weeks featuring a video ad, with the Fountains of Bellagio in Las Vegas as the canvas. The ad creates a ’sitting on the edge of your seat’ experience by combining the magic of sports brought to life on the Fountains, with Foxx levitating above water.

“Jamie is an exceptional talent and we’re proud to have him partner with us on our new campaign for BetMGM,” said Matt Prevost, BetMGM’s chief marketing officer. “The King of Sportsbooks campaign is the next step in the evolution of the BetMGM brand and Jamie brings a unique ability to tell our story in an incredibly creative and entertaining way. 

“BetMGM exists at the intersection of sports and entertainment and Jamie fits this positioning perfectly; we couldn’t be more excited to welcome him to the BetMGM family.”

Last week BetMGM became ‘Official Sports Betting Partner’ of the Las Vegas Raiders, in a deal which expands an existing multi-year partnership between MGM Resorts International and the relocated franchise.

The agreement represented the latest sporting link-up for the MGM and GVC Holdings joint venture, following in the footsteps of partnerships entered into alongside the PGA Tour, NASCAR and Detroit Lions in recent weeks.