The Detroit Lions season opener is a little more than a week away, but the team made a significant announcement on Friday. The team has partnered with BetMGM to allow the sports betting operator to become an official partner.
BetMGM is a part of MGM Resorts International, and this is not the first deal the company has landed with professional teams. This partnership is the first one with a betting company for Detroit.
Detroit announced the partnership on Friday, noting that this is a joint venture between BetMGM and GVC Holdings. The Lions have been looking for an official sports betting partner, and they found one right before the 2020 NFL season kicks off.
BetMGM reached an agreement with the Denver Broncos in June, but it makes sense for them to partner with the Detroit Lions. MGM has one casino in the state of Michigan, the MGM Grand, but it is one of just three commercial casinos.
BetMGM will promote its brand through in-stadium promotions and signage that will be very visible on game days. There won’t be fans at Lions games this year, but the team will make sure that their official betting partner has plenty of exposure.
The sports betting operator will be tasked with creating fan-friendly events, which could be a challenge during the ongoing pandemic. This is a multi-year partnership, but financial terms of the deal were not disclosed with this announcement.
BetMGM will also become the official sponsor of Lions Bingo and Lions Perks, two of the most popular promotions currently offered by the Lions.
BetMGM has the Lions predicted to finish in last place in the NFC North, where they have routinely ended the season. No matter where the Lions finish, this new deal should be a great way to engage a wider audience of fans.
Michigan Still Growing Sports Betting
Michigan launched its sports betting industry in early March, but that was right around the same time that live sports were shutting down. This hurt the market tremendously, and the numbers throughout the summer fell well short of the projected totals.
There are three commercial casinos in Detroit, and these properties are expecting a massive surge in betting handle with the start of the 2020 NFL season. This new partnership will add some extra excitement for fans longing for professional football.
BetMGM is the most notable operator in the state, and the MGMGrand is by far the most prominent land-based casino. BetMGM and the Lions have already built up a long-standing partnership, and this just continues the trend.
Even if the sports betting industry does not see a considerable surge, BetMGM will bring about some excitement with Lions Bingo. Lions Bingo was rolled out last year, but the sports betting operator will be offering some huge prizes this season.
Online Betting Could Be Coming Soon
Michigan appears set to launch online betting in the coming weeks, which could help the market grow tremendously. Part of the industry’s early struggles stems from the fact that customers must currently visit the casinos to place bets.
There are already some big-name operators in Michigan, and some other companies are waiting until the state allows mobile betting. The Midwest has seen a huge growth in sports betting, and it has been due to mobile betting.
Michigan is the eighth-largest state in terms of population, and could become a major player in the industry. This won’t happen until full mobile betting is allowed, though.