Major League Baseball (MLB) has formed its first ever gaming partnership with MGM Resorts International.
An all-inclusive partnership, the deal combines the MLB brand with the MGM Resorts and playMGM brands across league and team sponsorships, data usage in gaming, promotion across MLB-owned media platforms, and domestic and international activations at MLB events, covering both the United States and Japan.
Under the terms of the multi-year agreement, MGM Resorts is designated as the first “Official Gaming Partner of MLB” and “Official Entertainment Partner of MLB.”
The agreement will give MGM the opportunity to promote its brand and gaming product across MLB’s digital and broadcast platforms, including MLB Network, MLB.com, the MLB At Bat app, and more.
MGM Resorts will be an MLB-Authorised Gaming Operator, using the official MLB stats feed, on a non-exclusive basis, for its digital and live domestic sports gaming. It will also gain access to exclusive enhanced statistics available only to MGM.
Both parties have said they will work together on responsible gaming measures and to protect the integrity of baseball.
Baseball Commissioner, Robert D. Manfred, Jr., commented:
“We are pleased to partner with MGM Resorts International, a clear industry leader in the sports gaming area, to work together on bringing innovative experiences to baseball fans and MGM customers,
“Our partnership with MGM will help us navigate this evolving space responsibly, and we look forward to the fan engagement opportunities ahead.”
While MGM Resorts Chairman and CEO, Jim Murren, added:
“We are excited to enter into this historic partnership with MLB. We are thrilled to create a new one-of-a-kind fan experience for baseball fans,
“Combining MGM Resorts’ world class entertainment and technology with MLB data will continue to transform a rapidly changing industry. This partnership further amplifies the significance of our GVC JV, firmly establishing MGM Resorts and playMGM as the market leader in partnerships with major professional sports leagues.”
MGM will make use of MLB intellectual property in advertising and promotions, and has said it will increase its commitment to baseball through securing multiple MLB Club partnerships. It will also be represented at MLB Jewel Events, including the All-Star Game and World Series.
MGM will gain exposure in Japan through grassroots baseball events including interactive fan experiences like the MLB Road Show, which tours Japan.
The MLB-MGM partnership is just the latest in a string of sports-betting deals being made in the United States, with MGM particularly active, having already signed official partnerships with the NHL and NFL team the New York Jets.
(Photo: © Mohamed Ahmed Soliman | Dreamstime.com)