Newcastle United pens multi-year deal with LeoVegas’ BetMGM

Newcastle United has signed a multi-year deal with LeoVegas Group to make BetMGM its official UK and European betting partner. The deal continues a relationship between the two organisations which was established in 2023. BetMGM branding is set to feature prominently via LED advertising boards and media walls at St James’ Park, and the operator has said it will bring a variety of activations to Newcastle fans. This includes the Flight of the Mags tournament – an event where fans go up against first-team players, professional darts players and Newcastle legends for ticket giveaways and VIP matchday hospitality experiences. The BetMGM Half-Time Challenge is also set to return at Newcastle’s home games, which gives fans the chance to win a trip to Las Vegas. LeoVegas’ Group Managing Director for the UK and Ireland, Andy Wright, said: “Newcastle United’s ambition matches our own, and that shared drive is what’s made this partnership so natural from the start. Supporters have fully embraced the BetMGM brand, and moments like the Half-Time Challenge is exactly why we wanted to extend our commitment. “As we continue to grow, partnering with a club that shares our appetite to get better every year is exactly where we want to be – and we’re looking forward to bringing even more of that signature Las Vegas energy to St. James’ Park this season and beyond.” Newcastle secures deal with licenced UK operator Newcastle adds to the list of Premier League clubs securing deals with gambling sponsors following the front-of-shirt ban, which came into effect this year. Unlike many other deals penned, however, this one comes with a bookmaker which has the relevant licences to operate in the UK. BetMGM has been growing its European presence in the last few years, epitomised by its partnership with the PDC Premier League. Newcastle does have previous when it comes to partnerships with gambling companies. The club had Asia-facing, now-unlicensed gambling operator FUN88 as its front-of-shirt sponsor between 2017-2023. UK-licensed Entain recently wrote to the club to urge it to end its affiliation with 8XBet, an unlicensed operator which is Newcastle’s betting partner in Asia. “Our partnership with BetMGM has become a real favourite amongst our supporters over the last three seasons, consistently delivering memorable, fan-first experiences and generating viral moments that have driven our marketing ambitions,” commented Newcastle United Chief Revenue Officer, Dave O’Connor. “Renewing our partnership is testament to the strong trust and shared success we’ve built together. It reinforces our relentless ambition to build a powerful, global commercial portfolio, partnering with best-in-class brands across diverse sectors.” Need a refresher on sports betting trading in the current world? Get yourself to the Sportsbook Trading Masterclass led by Jonathan Smith at SBC Summit Lisbon on Tuesday 29 September. Get yourself a conference pass by visiting https://sbcevents.com/sbc-summit/sportsbook-trading-masterclass/