BetMGM Tees Up With Topgolf As A Way To Further Broaden Its Brand

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BetMGM got off to a strong start in Michigan’s new iGaming world, and now it’s counting on a marketing partnership with Topgolf to help it do even better there and in other states.

BetMGM and Topgolf Entertainment Group on Friday morning announced an agreement that will apply BetMGM branding at various Topgolf locations and on the WGT by Topgolf digital site.

It’s the latest marketing reach extended by BetMGM, which is a big name in the state to start with through operation of the MGM Grand Detroit casino. It also has deals in place as an official betting partner of both the Lions and Red Wings, and it recently signed Lions legend Barry Sanders as a brand ambassador to promote its sportsbook.

Now the BetMGM name will also be promoted at multiple locations in states where both it is an online operator and Topgolf has venues at which people pay to hit golf balls and play games while dining and drinking. Topgolf has one such facility in Auburn Hills, in addition to its Topgolf swing suite at the MGM Grand Detroit.

BetMGM led iCasino operators at launch

“We look forward to introducing Topgolf guests to the immersive sports betting experience that only BetMGM can provide,” BetMGM’s chief revenue officer, Matt Prevost, said in a press release. “Topgolf is known for offering unique and interactive entertainment options, which our loyal BetMGM users can now access through a variety of exclusive and customized packages.”

Topgolf will be able to attach its entertainment product to the brand of an online casino that established itself as tops in Michigan out of the starting gate last month.

BetMGM’s iCasino earned more than $11 million in revenue in the 10 days of January operation after launch simultaneous to other operators, and that gave it 38% of the statewide market.

In online sports betting, which started at the same time, BetMGM placed fourth in the state with $22.8 million in handle over the 10 days, behind FanDuel, DraftKings, and Penn National’s Barstool Sportsbook.

“We are thrilled to partner with BetMGM as we continue to energize and grow our entertainment communities,” JF Prata, Topgolf media chief operating officer, said in the joint announcement.

“Topgolf has always been committed to providing new and exciting experiences to our guests, and this partnership delivers on that, while providing our longtime fans, as well as those less familiar with Topgolf, an introduction to a complementary experience with BetMGM.”

The two companies are to collaborate on various marketing and promotional offers. The new branding will also apply to Topgolf sites in states where BetMGM operates beyond Michigan, including those in Las Vegas, Indianapolis, Nashville, Denver, and Virginia Beach.

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Gary Rotstein

Gary is a longtime journalist, having spent three decades covering gambling, state government, and other issues for the Pittsburgh Post-Gazette, in addition to stints as managing editor of the Bedford (Pa.) Gazette and as a reporter for United Press International and the Middletown (Conn.) Press. Contact Gary at gary@usbets.com.

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