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Read Full BioMad Men star Jon Hamm is now a pitchman for BetMGM after signing on as an ambassador for the “largest rebrand” in the company’s history.
Hamm will be featured in an ad shown during college football games this weekend, as the company gears up for the new NFL season. The American Gaming Association (AGA), of which BetMGM is a member, expects $30 billion to be wagered on the NFL this season.
In the commercial, Hamm is seen delivering the company’s new tagline, “Make It Legendary,” while a group of friends generate excitement in a bar after placing a football parlay.
BetMGM CEO Adam Greenblatt commented on the new campaign, stating: “This is the largest rebrand in BetMGM’s history, and it’s only fitting that it culminates with Jon Hamm stepping in as our new brand ambassador.”
“Jon Hamm is the perfect embodiment of our new ‘Make It Legendary’ brand vision. Jon’s charisma, talent and universal appeal align seamlessly with BetMGM’s commitment to delivering unparalleled experiences to our players.”
Star Power Sways Bettors
Hamm has also endorsed the brand off-camera, stating: “BetMGM is all about style, and the ‘Make it Legendary’ campaign captures that energy.”
He went on to praise the commercial, adding: “It’s witty, cinematic, and shows that betting with BetMGM is an unmatched experience.”
Studies have found that celebrity appearances in gambling ads significantly enhance betting operators’ perceived trustworthiness and reduce risk perception.
A study published earlier this year showed that, in particular: “Athletes and sports personalities generated particularly strong trust effects.”
In the past, BetMGM has used Wayne Gretzky, Barry Sanders, Jalen Rose, and Derek Jeter in its advertising.
Calls for Reduction in Gambling Ads
The NFL permits up to six gambling advertisements to be shown per game during commercial breaks, with BetMGM being one of the authorized partners.
The operator has sponsorship deals with six NFL teams and opened the first in-stadium sportsbook at State Farm Stadium in partnership with the Arizona Cardinals.
There have been calls for a reduction in gambling ads in sports at large, with Australian cricketer Usman Khawaja advocating a ban due to minors being bombarded with gambling content.
In the U.S., lawmakers in Louisiana, New Jersey, and Connecticut have all introduced bills that would reduce gambling advertising. To date, no state has implemented a blanket ban.
In addition to sportsbooks, prediction market platforms have also been targeting the new football season. Kalshi and Polymarket advertise as allowing legal sports betting in all 50 states. Polymarket has been ramping up its messaging on social media ahead of the platform becoming officially available to U.S. users again.
BetMGM hopes Hamm’s star power will boost its business in the U.S., where it trails FanDuel and DraftKings with an estimated 8% of market share.
