The New York Yankees have become the latest major US sports team to partner with MGM Resorts, one of the country’s biggest entertainment and casino groups.
VIP experiences and fan rewards are the main focus of the partnership. The duo will work on delivering VIP Rewards to MGM Rewards members and fans of Major League Baseball (MLB).
MGM Resorts will also gain brand placement at Yankee Stadium via LED signage, rotational signs at first and second base and its logo on the back of the pitcher’s mound at select games.
The US betting sector is a highly competitive market, and MGM Resorts is one of the industry’s oldest players. Since 2018, the firm has been working to build up its online presence after the repeal of PASPA permitted a web betting market. Sports marketing has been instrumental to the company’s rise.
Bill Hornbuckle, MGM Resorts CEO and President, said: “We remain committed to investing in the community, while collaborating with the New York Yankees to provide unparalleled experiences for baseball fans.
“Our company has owned and operated Empire City Casino and Yonkers Raceway for the past five years. As we continue working to secure a full commercial casino licence at Empire City, this partnership allows us to further develop these properties to their potential, while providing the world-class hospitality guests have come to expect from the MGM Resorts brand.”
MGM Resorts operates a number of casinos and resorts throughout the USand is active in the online betting space via BetMGM, a joint venture with UK-based international gaming group Entain. BetMGM is the third biggest online sportsbook in the US by market share after FanDuel and DraftKings.
As mentioned above, MGM has engaged extensively in sports marketing. Its activity in baseball has been particularly prominent, with the company having embarked on a US and Japan-facing partnership with MLB back in 2018 as the league’s first official gaming partner and official entertainment partner. Today’s deal with the Yankees marks a continuation of this.
“We are excited to partner with MGM Resorts this season,” remarked Michael Tusiani, New York Yankees Senior Vice President of Partnerships.
“Through branding displayed on signage inside Yankee Stadium and integrated into our television broadcasts, the MGM Resorts brand will only see increased exposure and recognition for its resort and casino properties— especially for the nearby Empire City Casino.”
As well as partnering with the MLB as a whole, MGM has also been pursuing marketing activity with the league’s many clubs. Boston Red Sox, a major rival to the Yankees, are a notable franchise to have partnered with the team.
In the case of its Yankees partnership, MGM has some plans as the arrangement moves forward. The group’s Empire City Casino will host Yankees-themed fan activities and experiences involving players and alumni, for example.
Ed Domingo, President and COO, MGM Resorts’ Empire City Casino, said: “This alliance with the Yankees allows us to create unique and engaging opportunities for guests and baseball fans alike.
“Empire City sits less than two miles from the Bronx border and is not only the gaming entertainment destination of choice for Bronxites, but also the longtime employer of hundreds of team members who call the Bronx home.
“We are well positioned to significantly increase that number when a full-scale commercial casino licence is secured.”