The Detroit Lions have announced that BetMGM will become the team’s official sports betting partner, the first such partnership for the franchise.
The partnership will include BetMGM sponsoring fan activities and giveaways, including Lions Bingo and Lions Perks. BetMGM will also sponsor team broadcast programming, digital marketing assets, and in-stadium promotions and signage.
The partnership extends the multi-year relationship between the Lions and BetMGM parent company MGM Resorts. MGM also has a physical presence in Detroit with the MGM Grand Detroit casino and resort and the MGM Grand Detroit Tunnel Club at Ford Field.
“The Detroit Lions historic relationship with BetMGM has been years in the making and we’re proud to announce details of our official partnership,” said Detroit Lions Team President Rod Wood. “We’re continuously seeking new ways to entertain and involve our fans which is especially important during such unusual times; this partnership with BetMGM will provide additional and exciting opportunities to engage our fans.”
Lions Perks And Lions Bingo
BetMGM will sponsor two app-based experiences for Lions’ fans as part of the pact, including Lions Perks and Lions Bingo.
Lions Bingo, first launched last season, is a bingo-like game available through the Detroit Lions mobile app that lets players guess what plays or statistics will happen during games to win non-cash prizes. With the addition of BetMGM, fans who correctly predict the outcome of game scenarios can win cash prizes or all-expense paid trips to MGM properties nationwide.
Also available through the Lions’ app is Lions Perks, launched in 2018. Lions Perks offers fans rewards, special offers, and sweepstakes entries when they make purchases at Ford Field. BetMGM and the BetMGM Sports Lounge at the MGM Grand Detroit will also offer exclusive Lions Perks rewards and offers.
David Tsai, President, Midwest Group, MGM Resorts, said, “All of us at MGM Grand Detroit are eager and ready to welcome the Detroit Lions and sports betting fans to our BetMGM Sports Lounge this football season. We know everyone is eager to get out of their homes and add some fun into their calendars. We are committed to raising the bar in delivering unique and entertaining experiences.”
The Status Of Michigan Sports Betting
Sports betting was legalized in Michigan in 2019, and launched in March 2020, just in time for the pandemic. Land-based casino sportsbooks are operational in the state, but apps have yet to launch. Initially Michigan was looking at a 2021 timetable for online sportsbooks, but efforts have been pushed by the state legislature to launch as early as October.
A number of sports betting partnerships tied to Michigan casinos are already in place, including brands like FanDuel, DraftKings Sportsbook, Penn National, BetRivers, and more.
The Michigan sports betting market is poised to be huge, with multiple pro sports teams and an enthusiastic base of sports bettors. By our estimation, the market could hit first-year revenue as high as $650 million.