adison Square Garden Sports and Madison Square Garden Entertainment have signed a multi-year marketing partnership with BetMGM, both parties announced on Tuesday. As part of the deal, the sports betting and gaming company will become an official sports betting partner of the NBA’s Knicks, NHL’s Rangers and the Madison Square Garden Arena.
Under the newly-signed partnership, BetMGM will receive brand integration inside The Garden, including courtside and ribbon LED signage, GardenVision features and basket stanchion signage at Knicks games, along with dashboard signage and Zamboni branding at Rangers games.
The agreement will also see digital marketing activations: the sports betting business will be included in content across official Knicks and Rangers channels on Twitter, Instagram and Facebook. Moreover, BetMGM customers will receive “special opportunities” to participate in premium experiences at games from both teams.
Additionally, the brand will also be featured on MSG Networks during live game coverage of the Knicks, Rangers, New Jersey Devils, and New York Islanders. BetMGM’s presence will be highlighted by a virtual blue line during Rangers games and commercials spots during game telecasts.
Lastly, BetMGM will also secure a presence on digital boards featured outside of The Garden and MSG Networks. These are “on display to the millions of people” who walk by the arena on a daily basis, details a press release.
“We’re excited to be partnering with BetMGM to bring them an unparalleled platform in sports and entertainment,” said Ron Skotarczak, Executive Vice President, Marketing Partnerships, MSG Entertainment.
The partnership marks MSG Sports’ and MSG Entertainment’s first comprehensive foray into mobile sports gaming. The companies expect to help drive exposure and engagement to BetMGM amid sports betting’s continued growth.
The deal announcement comes after BetMGM was confirmed earlier this week as one of nine operators given the green light to launch mobile sports betting in New York. The other companies entering the market are FanDuel, DraftKings, Caesars Sportsbook, Bally Bet, PointsBet, Resorts World, Rush Street Interactive, and Wynn Bet.
MSGE is building MSG Sphere at The Venetian.
“New York is a critical state for BetMGM’s continued growth and I can’t think of a better way to begin our relationship with The Empire State,” said Matt Prevost, Chief Revenue Officer at BetMGM, who further described the opportunity as unique given Madison Square Garden’s “iconic” status.
Preliminary reports and predictions claim New York could become one of the US largest markets, if not the biggest, despite its high 51% tax rate. This is due to the combination of a 20 million population, a competitive market, high bonuses and sizable player volumes.