Fan engagement in uncertain times
The NFL’s Detroit Lions have announced that BetMGM has become their first official sports betting partner. The deal will see the two parties collaborating across the team’s broadcasts, online assets, and through in-stadium signage and promos. BetMGM will also act as a presenting sponsor of the team’s Lions Perks and Lions Bingo offerings.
The sportsbook brand tweeted out the partnership announcement on September 3:
Parent company MGM Resorts already has a multiyear partnership deal with the Lions, which incorporates the MGM Grand Detroit Tunnel Club located at the Ford Field home stadium.
Detroit Lions team president Rod Wood said of the agreement: “We’re continuously seeking new ways to entertain and involve our fans which is especially important during such unusual times; this partnership with BetMGM will provide additional and exciting opportunities to engage our fans.”
BetMGM chief marketing officer Matt Prevost said the opening of the BetMGM Sports Lounge at the MGM Grand Detroit back in March was the start of the operator’s presence in the city. The company is now looking forward to offering “best-in-class promotions and perks” to Lions fans.
Unique Lions mobile promotions
In 2019, the NFL team launched Lions Bingo as part of its mobile app offering. The free predictive game allows fans to play bingo while trying to guess certain game outcomes, with non-cash prizes up for grabs. With BetMGM on board as partner, any fans that correctly predict certain game scenarios can now win cash prizes and all-expenses-paid trips to MGM Resorts properties in the US.
cash prizes and all-expenses-paid trips
Since launching in 2018, the loyalty rewards program Lions Perks is accessible by home game attendees via the Detroit Lions mobile app. Fans accumulate points with every purchase at the stadium, earning them entries to gameday sweepstakes.
The new partnership gives rise to exclusive Lions Perks rewards through BetMGM as well as at the BetMGM Sports Lounge at MGM Grand Detroit Casino. Fans can also contribute portions of their BetMGM and Lions Perks points to help Detroit Lions Charities.
Continual expansion
Michigan Governor Gretchen Whitmer signed off on sports betting legislation towards the end of 2019. Michigan was the 20th state to legalize and regulate the activity. Online casinos and online poker also became legal at the same time.
Only the three commercial casinos in Detroit and the 23 tribal casinos in the region are able to obtain licenses to offer sports betting. Retail sportsbooks went live in Detroit on March 11, 2020, shortly before casinos had to shut down due to COVID-19.
Online sports betting offerings from operators such as BetMGM have yet to go live in the state; the expected launch timeline is the end of 2020 or early 2021.
