Partnership is a US first

BetMGM continues to blaze a trail through the international sporting scene with the announcement that it has become the exclusive regional US partner of high-profile German soccer club Borussia Dortmund.

the first US sports betting operator to tie up with a German soccer franchise

The partnership makes BetMGM the first US sports betting operator to tie up with a German soccer franchise. The New Jersey-based iGaming and sports betting powerhouse expressed its excitement over the groundbreaking deal on Monday via Twitter:

BetMGM chief revenue officer Matt Prevost touched on the rapidly growing US interest in Germany’s premier soccer league, the Bundesliga. As Borussia Dortmund represents one of the most progressive and dynamic clubs in the division, Provost considers the partnership with the soccer franchise from Western Germany “a major milestone”.

An official BetMGM news release stated that the tie-up will involve cross-marketing initiatives and promotional social media campaigns. The duration of the partnership was not specified.

Exclusives in store for Dortmund US fans

As Prevost mentioned in the news release, customers can engage with Dortmund and “watch every game through the BetMGM app.”

BetMGM has also landed the rights to using team assets, including logos and imagery of Dortmund’s players, across various marketing applications. US-based customers who are also Dortmund fans can access exclusive sign-up offers, enter sweepstakes to win Dortmund prizes, and interact with co-branded content on the franchise’s social media channel.

According to the news release, “commercial division of global sports business agency SPORTFIVE” was behind the Dortmund-BetMGM partnership agreement.

BetMGM’s strategic sports betting blitz

The Dortmund deal adds another strategic layer to BetMGM’s multi-brand, global sports betting offensive. Borussia Dortmund’s head of international/commercial & new business, Benedikt Scholz, said the partnership would broaden the soccer club’s US market reach.

As a clear sign of the joint venture’s intent within the exponentially booming US sports wagering and iGaming market, MGM Resorts and Entain announced yesterday an upcoming virtual business update on BetMGM for analysts and investors on April 21. The event will provide interested parties with “deeper insights” into BetMGM’s business ventures.

Announcements of the business update event and the Dortmund deal on the same day encapsulates BetMGM’s rip-roaring start to 2021. Last week, it launched its second casino app in Pennsylvania, and also inked an integrated sports betting and entertainment deal with industry power player Topgolf.