MGM Resorts Int'l as part of the deal will receive field-level signage in nationally televised MLS matchesGETTY MAGES
MLS has signed a four-year deal with MGM Resorts Int'l to be the league’s "first official sports betting partner," according to Ian Thomas of SPORTS BUSINESS JOURNAL. The deal, which "does not provide exclusivity in the category, will give MGM Resorts access to enhanced MLS data for fans and sports betting customers." MLS and MGM will also "jointly develop a free-to-play game that is expected to be released later this year." In addition to "receiving the standard tenants of a league-level sponsorship with MLS such as activation at major events and integration into league digital and social channels, as well as field-level signage in nationally televised matches, MLS and MGM Resorts will work to bring soccer events and other activations to Las Vegas." The new national partnership will "likely also have an impact on local sponsorship." MLS Business Ventures Deputy Commissioner & President Gary Stevenson said that the league’s commercial committee is "discussing alterations to league guidelines that could open the door for teams to sign partnerships with sports betting companies and allow them to be jersey sponsors." MLS rules have "barred that sort of advertising" (SPORTS BUSINESS JOURNAL, 3/18 issue).
