Newcastle United have just secured a multi-year partnership with BetMGM, a new iGaming brand keen to cement itself in the lucrative UK gambling market. It’s a big scalp for the Toon Army and could also be the start of a very exciting journey for BetMGM.
Newcastle United and BetMGM
The last couple of years have been some of the most eventful in the history of Newcastle United. Not since the heady days of the mid-90s and Keegan’s Entertainers have the St. James’ faithful witnessed such flowing and attacking football, and thanks to hefty (but surprisingly controlled) investment from Saudi Arabia, their financial situation is also strong.
In the last few months, with Financial Fair Play rules clearly in the back of their minds, NUFC’s directors have been working hard to secure lucrative sponsorships. The latest of these sees them partner with BetMGM, one of the biggest names in betting and one that is keen to establish new revenue streams.
Who are BetMGM?
BetMGM is one of the biggest online betting and gaming operations in the US, taking advantage of a rapidly expanding market that followed a recent relaxation of gambling laws. It is also now available in the UK, with an online casino, live casino, and sportsbook available for all UK players.
The website and software are powered by a name that will be familiar to all UK players—LeoVegas. It means that the site uses the LeoVegas license. It may seem like an odd choice considering BetMGM’s US operations are conducted in a joint venture with Entain (owners of Ladbrokes, Coral, and a few other brands) but not when you consider that BetMGM actually acquired LeoVegas last year.
Many of the brand’s current promotions are headed by A-lister Chris Rock, and they’re throwing around some big welcome bonuses, so it’s clear that they’re going all-out to make an impact on the UK iGaming market. BetMGM might not be familiar to UK players right now, but with all that weight behind them and numerous sponsorship deals no doubt on the horizon, it’s surely a matter of time before BetMGM becomes a household name.
The Deal
The new partnership means that BetMGM will be NUFC’s official club partner for the current season, with the brand displayed prominently at home games and on online media. It’s a multi-year deal, so BetMGM will likely be associated with Newcastle for a few years to come and it could add a substantial chunk of cash to the north-east club’s coffers.
It’s another piece of the puzzle for the Public Investment Fund (PIF), RB Sports & Media, and PCP Capital Partners, the three companies that make up the current ownership structure. Of course, based on ownership bankrolls, Newcastle are the richest club in Europe (matched only by Saudi clubs owned by PIF), but Financial Fair Play rules mean they must seek substantial sponsorship and advertising deals to keep fans happy during those winter and summer transfer windows.
All eyes will be on future Newcastle Utd deals, as well as the upcoming January Premier League window, which could see more big names heading to Tyneside.
