Out of fantastic working relationships comes incredible things. And the partnership between MGM Resorts International and Entain, is a prime example of this. The duo’s connection sparked the birth of BetMGM, a leader in sports betting, who has recently gone on to strike up a deal with NHL icon Wayne Gretzky.
Gretzky, 60, a four-time winner of the Stanley Cup, joins BetMGM in a multi-year agreement that will see the hockey legend improve the marketing efforts where the sport is concerned in North America and Canada. In his 21 years as a professional, the hall of famer developed a stature making him a household name, so the move by BetMGM, MGM Resorts International and Entain to bring him into their prestigious circle makes business sense.
Speaking about the agreement with BetMGM, Gretzky said he is “excited to be a part of the company’s continued expansion into new states and territories.” And that’s precisely the role “The Great One” will play during his multi-year stint with the company. For many, he is the greatest hockey player of all time, with his name on 60+ records and numerous trophies. Therefore he is an attraction and a draw for punters living in North America and Canada.
The Canadian, who called time on his career in 1999, turned out for the Indianapolis Racers, Edmonton Oilers, Los Angeles Kings, St Louis Blues and New York Rangers. He also represented Canada internationally. While BetMGM, MGM Resorts and Entain already possess a good standing in Gretzky’s homeland, his involvement will immediately boost brand profile and credibility across the board tenfold. It’s somewhat of a masterstroke to get him involved. It’s akin to a Portuguese brand working with Cristiano Ronaldo.
Matt Prevost’s comments, the BETMGM Chief Revenue Officer, show the intention to utilise Gretzky’s pull as they aim to expand into Canada. He said, “Wayne is an exceptional talent who transcends the sports world, and we’re proud to welcome him to the BetMGM team. As we look toward potential expansion into Canada and elsewhere throughout the United States, Wayne will bring a unique ability to tell our brand story.”
Entain will potentially be the biggest winners due to the partnership between BetMGM and Wayne Gretzky, as it should increase their profile dramatically. The company, formerly known as GVC Holdings and licensed to operate in twenty countries globally, has recently pushed its brands further through agreements with sporting people and bodies.
In May of this year, their brands including PartyCasino struck up multi-year agreements with McClaren Racing ahead of the current 2021 Formula 1 campaign. It immediately places millions of eyes on PartyCasino and Entain, providing further credibility and driving the identity to a whole new level. And, the latest announcement with Gretzky suggests this is a method they will continue to use moving forwards.