Online gaming and sports betting platform BetMGM has signed former NFL running back Barry Sanders to a multi-year deal as a celebrity brand ambassador.

Subsequently, the Hall of Famer will play a starring role in the group’s upcoming marketing campaigns and participate, as well as participating in a variety of events with BetMGM customers. 

“I’m excited to be a part of the BetMGM team and hop on the ride of the fastest-growing sports betting app in the business,” said Sanders. “Typically, I am the one breaking records in Michigan, but it is amazing to see what BetMGM already has accomplished in my home state.” 

BetMGM is the first ‘Official Sports Betting Partner’ of the Detroit Lions, with whom Sanders played 10 seasons. He was named the NFL’s Most Valuable Player in 1997 and was inducted into the Pro Football Hall of Fame in 2004.

The former Heisman Trophy winner will engage with BetMGM players and MGM Resorts’ M life Rewards loyalty members through public and private events, both virtual and in-person. Additionally, he will also appear in BetMGM social media content and make guest appearances on radio and television programs nationwide.   

Matt Prevost, chief revenue officer at BetMGM, said of the signing: “It’s an honour and surreal moment for all of us at BetMGM to team up with Barry Sanders. Adding Barry to the BetMGM family brings a new level of excitement and the potential for us to create unique experiences for our customers.” 

This follows moves made by the MGM Resorts International and Entain joint venture last month, after naming Hockey Hall of Fame member and three-time Stanley Cup champion Chris Chelios as a celebrity brand ambassador on a multi-year deal.

The collaboration will see the Detroit Red Wings legend on fan engagements, marketing campaigns and public appearances, among other interactive and promotional opportunities.