Cavinder Twins Promote BetMGM March Madness Competition With Social & Digital Campaign

Haley and Hanna Cavinder have signed on to promote BetMGM‘s March Madness contest that the sportsbook launched today.

The twins, who gained popularity during COVID, have amassed 4.5 million followers on TikTok. They will use their social media presence to promote BetMGM’s “Court of Legends” leaderboard promo.

The contest allows users to accumulate points based on wagers of $10 or more at +100 or higher odds on any sport from February 17 through March 15.

The contest is split into four weekly entry periods, with the top-six finishers in each of the first three and the top seven in the last winning a grand prize package that includes a three-night stay at MGM Grand in Las Vegas during the Final Four and four tickets to a Court of Legends competition between the Cavinders at a speakeasy-style hidden court set up at Bellagio.

BetMGM will stream the April 5 Cavinder skills contest live from the “Court of Legends” on its app, YouTube, and X. Previous BetMGM ambassadors have had mixed reactions, with Jamie Foxx, Tom Brady, and Wayne Gretzky attracting negative online comments. Female promoters, including Paige Spiranac, who appeared in adverts for PointsBet, have received more favorable reactions.

From Passive Engagement to Active Betting

BetMGM said it hopes the campaign will engage users to participate in the competition. BetMGM CMO Casey Hurbis stated, “This is a social, digital-first campaign, so we want to make sure we’re aligning ourselves with talent that lives in that space.”

The platform, jointly owned by MGM Resorts International and Entain, has experienced a period of growth, with revenue increasing 33% last quarter.

Hurbis said the addition of the influencers can boost the brand, adding, “Followers of the Cavendar twins view them as not just athletes but lifestyle icons. That really effectively converts passive social media engagement to active brand loyalty. When you’re working with talent, particularly in the digital and social space, it’s reach, but it’s also the engagement. And you want to be able to borrow that equity from them.”

Twins Monetize Fame Through NIL Deals

The deal with BetMGM is the latest in a line of sponsorships that the Cavinder twins have secured. They took advantage of the 2021 NCAA rule change allowing student-athletes to sign NIL (Name, Image, Likeness) deals.

The sisters secured $1.7 million in deals after transferring from Fresno State to Miami in 2022. The agreement with BetMGM follows Jake Paul’s betting brand, Betr, sponsoring the twins in 2023.

The twins said, “We love sports, thrive on competition, and enjoy creating and bringing ideas to life.”