BetMGM, the online gambling arm of Las Vegas-based casino resort operator MGM Resorts International, has extended its partnership with the local Las Vegas Golden Knights ice hockey team.
The partnership will now run to the end of the 2026-27 NHL season. This means continued advertising from BetMGM at Knights games at the T-Mobile Arena, as well as more fan experiences and brand collaborations.
The Golden Knights have been surprisingly successful since their founding in 2017. The Knights won the 2023 Stanley Cup, defeating the Florida Panthers in the final over five games.
“BetMGM is proud to continue our partnership with the Vegas Golden Knights, giving us the opportunity to create memorable moments alongside one of the world’s most passionate hockey fan bases,” said BetMGM’s Chief Revenue Officer, Matt Prevost, in a press release.
“Las Vegas is BetMGM’s hometown and an integral part of our DNA, so the Golden Knights are a natural fit for our brand.”
The Partnership
The partnership will also include watch parties at MGM Resorts properties for away games, with team mascots and themed promotions.
BetMGM will also plan booths and other fan experiences at Toshiba Plaza, nearby to the Knight’s T-Mobile Arena. In Nevada, customers aren’t allowed to place online bets until they sign up in-person, so customer service booths at games can get around that barrier while doing promotions.
As well as its hometown Knights, BetMGM is partnered more widely with the NHL. It is an official sports betting partner of the league, alongside FanDuel. It also offers an NHL-branded online slot game called NHL Gold Blitz.
“BetMGM is a longstanding partner with the Golden Knights and a brand synonymous with this great city,” said the team’s President and CEO, Kerry Bubolz.
“We look forward to continuing working together on events and activations that we know entertain our fans.”
Vegas’ Sporting Successes
The Las Vegas Golden Knights are one of the few new expansion franchises to join the NHL and immediately make an impact. In 2017, they became the first newly formed team to make the Stanley Cup Finals in their first season in the league.
They won 13 games in a row in the playoffs that year, setting an NHL record, before losing to the Washington Capitals in the final. The Knights had to wait until 2023 for a Stanley Cup win, beating the Florida Panthers in the final match.
Interestingly, the Knights’ 2023 Stanley Cup win was a loss for BetMGM in its home state of Nevada, as devoted fans from Sin City were paid out millions for backing the heavy pre-tournament longshot.
The exact financial value of the deal to the Knights was not released.
The boom in status of Las Vegas as a sports town was kicked off by the Knights and expanded by the NFL’s Las Vegas Raiders, and eventually, the arrival of the 2023/24 Super Bowl earlier this year. The Oakland A’s long-proposed move to Las Vegas is also now taking shape, although it may not happen for a few years.
David is an online casino expert who specializes in online slots and boasts over 10 years experience writing about iGaming. He has written for a wide range of notable publications, including eSports Insider and WordPlay Magazine.
David graduated Derby University with a BA Degree in English Literature and Creative Writing.
