The Golden Nugget online casino and sportsbook in Michigan will look to gain increased exposure through a partnership with the Detroit City Football Club (DCFC). The deal, announced Monday, is exclusive, meaning that no other iCasino or online/mobile book can link up with Detroit’s homegrown football squad dubbed Le Rouge.
The club is part of the National Independent Soccer Association, which is in the third tier of American soccer and began play in 2019. There are 10 total teams in the association.
Comments from people behind deal
Samir Banerjee, the director of marketing for Golden Nugget’s online gambling division, commented in the press release: “We are thrilled to announce this new partnership with DCFC. At GNOG we firmly believe that players come first. This philosophic approach to emerging markets allows us to cater the GNOG experience on a more personal level. We want to be part of the communities we enter into and this partnership helps us connect with fans near and far. We look forward to building longstanding partnerships as we continue to grow.”
T.J. Winfrey, chief of partnerships for DCFC, said: “It is with excitement that we enter this monumental partnership with Golden Nugget Online Gaming. GNOG is a community-oriented, competitive brand that we hope to continue help growing in the state of Michigan and beyond. As a club born out of the Detroit community, we look forward to GNOG’s partnership in our efforts to engage our community.”
Golden Nugget is near the back of the back in the crowded Michigan online gambling market, which includes sports, casino, and poker. Golden Nugget is in next-to-last place when it comes to sports betting handle, so it needs all the help it can get.
The partnership is unlikely to move the needle any in the short term for Golden Nugget.
Currently, the Michigan Gaming Control Board’s sports betting catalog doesn’t list the National Independent Soccer Association as an approved wagering option. That is likely in the pipeline, unless Golden Nugget jumped the gun very prematurely on the marketing deal.
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