According to the SportsBusiness Journal, the deal gives the casino giant non-exclusive rights to MLS data for fans and sports betting customers. The two parties will also apparently collaborate on a free-to-play game that is expected to be released later this year.
In addition, MGM is set to be integrated into the league’s digital and social channels, as well as pitchside signage during nationally televised games. The partnership will also see the pair work to bring soccer events and other activations to Las Vegas, which apparently could range from league business meetings to esports.
“Sports betting has the ability to engage new fans in the sport, and provide existing fans with deeper engagement,” said MLS deputy commissioner and MLS business ventures president Gary Stevenson, speaking to SBJ.
MLS is the fourth US major league to sign a deal with MGM since the US Supreme Court’s decision to relax sports betting laws in the country.
MGM already holds partnerships with the National Basketball Association (NBA), the National Hockey League (NHL) and Major League Baseball (MLB), along with agreements with a handful of individual teams. The company’s deal with MLS means that the National Football League (NFL) is the only major US sports league yet to sign a betting partnership.
Source: GMB / SportsPro Media
