Companies want to reach new target groups digitally and personally through cross-promotion activations.
- The multi-year contract includes Topgolf entertainment complexes, including MGM Grand
- Digital branding and advertising integrations also cover the WGT online game
- Other top golf locations are to be included in the collaboration, as more and more states are legalizing gambling
Sports betting platform BetMGM has teamed up with Topgolf to open up more gambling opportunities in the company’s various entertainment complexes and as part of the online game World Golf Tour (WGT).
The multi-year contract includes top golf locations in states in which BetMGM is active. These include driving ranges in the cities of Nashville, Detroit, Denver and Indianapolis as well as Topgolf’s flagship at the MGM Grand Hotel and Casino in Las Vegas.
The partnership includes the digital BetMGM branding, which also extends to the popular WGT online golf game, which has been under the Topgolf banner since 2016.
BetMGM will also enable branding and advertising integrations at additional Topgolf locations as its sports betting and gaming platforms are legalized in other states. This follows the 2018 U.S. Supreme Court ruling in favor of New Jersey law that allows betting on sports and paves the way for other US states to legalize gambling if they so choose.
“We look forward to bringing Topgolf guests the immersive sports betting experience that only BetMGM can deliver,” said Matt Prevost, BetMGM’s chief revenue officer.
“Topgolf is known for offering unique and interactive entertainment options that our loyal BetMGM users can now access through a variety of exclusive and customized packages.”
JF Prata, Topgolf Media’s Chief Operating Officer, said, “We are very excited to be working with BetMGM as we further strengthen and grow our entertainment communities. Topgolf has always endeavored to bring new and exciting experiences to its guests and this partnership offers our long-time fans and those less familiar with Topgolf an introduction to a complementary experience with BetMGM. “
The team follows Callaway’s takeover of the remainder of Topgolf, a deal that valued the entertainment company at around $ 2 billion. Last October, Chip Brewer, Callaway CEO, said the deal is designed to attract new customers and add a stronger digital component to golf, including microtransactions around personalized content in the future.
He told Bloomberg, “We have thoughts about being the golf peloton.”