BetMGM Releases New Ad Campaign Ahead Of NFL Kickoff

Written By Brian Cross on September 9, 2023 - Last Updated on September 11, 2023
Jamie Foxx BetMGM Ads

Are you ready for some football… commercials?

The NFL season is starting up again. The ubiquitous and over-the-top ads have become as much a part of game day as sports betting in Massachusetts.

Last season, it was impossible to make it through a Patriots game without hearing that catchy Burger King tune. Star-studded sportsbook commercials have been a big part of the NFL ad space too.

Football season marks the start of the biggest betting season of the year. As a result, sportsbooks want their ads on the games’ commercial breaks.

BetMGM is launching a new ad series this season. Like last year, Jamie Foxx stars in the series. Additionally, the spots feature all-time sports greats, including Wayne Gretzky.

Action-packed BetMGM ads highlight MGM’s Vegas roots

The sports betting arena is a competitive space. Thus, BetMGM is pulling out all the stops to get their message in front of people this year. Filmed in Las Vegas at MGM properties, the new spots connect the sports betting brand with MGM’s Las Vegas destinations and match the energy of gridiron excitement with their own sports action.

Geno Burmester, Creative Director at 72andSunny, which created the ads, said in a press release,

“We wanted to kick things off with a bang this year and give our ads the same feel of action and adrenaline you get from using the BetMGM app. We were fortunate to get the opportunity to work with Jamie who brought it in a way only Jamie Foxx can. And a big thanks to our director, Wayne McClammy, who elevated everything to feel larger than life with the quintessential Vegas heritage of MGM Resorts.”

The new ads will debut this weekend during the first NFL games on multiple platforms nationwide.

This year’s campaign centered around two ads

The first ad, “Doing it Live” focuses on the in-game betting options offered by BetMGM. Foxx sits at the piano at Park MGM’s NoMad Library while the place gets downright destroyed (thanks to special effects) by the live sports action happening around him.

Foxx and NoMad dinner guests place live bets on the action using the app. The commercial concludes with Foxx touting the excitement of live betting, saying, “Live is where the action is at, and with BetMGM, I’ve got the best seat in the house.”

A second ad spot, which will air later this month, features both Foxx and Gretzky at Park MGM, where Foxx makes his way to the BetMGM race car while checking out the available bets on the BetMGM app. The race car alludes to the upcoming Formula One race incorporating the Las Vegas strip as part of the course in November.

Foxx and other big names to promote BetMGM this year

Foxx has become the face of BetMGM, now entering his fourth year in partnership with the company. Other brand ambassadors include Wayne Gretzky, Barry Sanders, Vanessa Hudgens, and Connor McDavid– the first active pro athlete to join up. Ambassadors will promote BetMGM content on their personal channels, lending their voices to the sports betting conversation.

“Love and respect to my BetMGM family,” said Foxx in the press release. “It means a lot to be rocking with such a great brand year after year. And you know we had a good time filming in Vegas!”

In the press release, Matt Prevost, BetMGM’s Chief Revenue Officer, said, “Jamie Foxx is an integral part of the BetMGM story, putting us on the global stage of sports and entertainment. As we enter this dynamic partnership’s fourth year, Jamie and the creative talents at 72andSunny took it to a new level showcasing our unique product and connectivity to MGM Resorts’ iconic Las Vegas destinations.”

BetMGM remains a top U.S. sportsbook

Its parent company has a huge name and stellar reputation in the gambling industry. But regarding market share, the BetMGM Sportsbook app is considered a 2nd-tier sportsbook. However, it’s usually a small group of second-tier operators.

In most jurisdictions, FanDuel and DraftKings garner the majority of the market. They are followed by BetMGM and Caesars Sportsbook. In some states, bet365 is is in the second tier with Caesars and MGM.

In the Bay State, BetMGM Massachusetts is the third-largest sportsbook, ranked by betting volume and revenue. DraftKings and FanDuel dominate, taking in over 80% of the dollars wagered online on sports in the state.

Nationally, BetMGM ranks in the top four most popular sportsbook apps, along with DraftKings, FanDuel and Caesars.

BetMGM has a large and expanding footprint. The company offers its sports betting app in 20 states and Washington, D.C.

Photo by AP Photo / Rich Pedroncelli
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