Natalie Gulbis throws her ball as she waits to play in the first round of the ShopRite LPGA Classic. Michael Cohen / Getty Images / AFP
The swing of legal partnership agreements between sports betting providers and professional athletes in the US scene took another step towards almost complete saturation. Wednesday announced that one of the most aggressive and successful names in the field, BetMGM, is becoming the first official betting partner of the LPGA.
The LPGA is the last of the major North American sports organizations to join the sponsorship battle, and the BetMGM deal could open the floodgates for previously under the radar sports leagues.
“As a leading sports and entertainment company and already a supporter of women’s golf, BetMGM is uniquely positioned to join the LPGA family as the official betting company,” said Brian Carroll, senior vice president of global media sales for LPGA. “Sports betting and digital gaming are key elements of the future of sport, and BetMGM is at the forefront of both of these opportunities. We look forward to working with them to give our fans more opportunities to interact with the LPGA and learn more about our incredible athletes. “
There was a pretty good blueprint for sports betting sponsorship deals in the US market, and the BetMGM / LPGA deal follows a similar pattern.
LPGA odds are proudly displayed on the BetMGM platform and officially receive a notoriety similar to other leagues advertised by the sportsbook. LPGA odds are billed similarly to the PGA Tour, European Tour and other professional leagues around the world.
The LPGA Tour is gaining immense popularity in the legal sports betting arena and you will benefit from the numerous advertising opportunities normally associated with such offers.
BetMGM receives the usual perks, including the exclusive right to use LPGA trademarks and logos, as well as official LPGA data for its sports betting products. The sports betting company is also heavily promoted wherever the LPGA is located, including television and all tour digital and media.
Existing golf relationships
BetMGM has been an important part of the evolution of golf betting for some time. Adding the LPGA to the fold seems like a logical next step for the elite sports betting brand. As for MGM Resorts’ previous relationship with LPGA, they teamed up with the tour earlier this year for Bank of Hope’s LPGA match-play hosted by Shadow Creek.
MGM Resorts also has previous relationships with some of the most recognizable names on its tour. The betting company currently sponsors Natalie Gulbis, Danielle Kang, Cristie Kerr, Alison Lee, Anna Nordqvist and Michelle Wie West.
“MGM Resorts’ commitment to golf is unparalleled and is further strengthened by our new partnership with the LPGA Tour,” said Lance Evans, senior vice president of sports and sponsorship at MGM Resorts. “The LPGA features some of the greatest athletes in the world, some of whom MGM Resorts are golf ambassadors. In cooperation with BetMGM, we look forward to creating appealing content and experiences for sports fans and our guests. “
Establishing the BetMGM brand
BetMGM has taken strong strides in the past 12 months as it rose to become one of the leading US brands in legal sports betting. Sponsorships were an important part of their development.
Today, the BetMGM app is available in 12 states and plays an important role overall. The company has reported a market share of 22% in these countries, with plans to increase this number in the future. BetMGM also hopes to be able to live in 20 states by the end of this year.
BetMGM’s recently released financial report for the first quarter showed a profit of $ 163 million for the company. The three-month numbers are roughly 90% of what the company achieved for all of 2020.
More offers on the way?
BetMGM will become the LPGA’s first official betting partner, but if the tour follows the path of other major leagues around the world, it won’t be their last. Further sponsorship offers for the outstanding global women’s golf tour could be in sight.
As of now, BetMGM, which can take full advantage of all LPGA offerings, has the honor of being the first provider to fill its partnership menu with all major North American sports.
Look out for both the LPGA and BetMGM for further relationships in the future as the gold rush in legal sports betting continues in the US.
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