As a celebrity brand ambassador, online gaming and sports betting platform BetMGM has signed former NFL running back Barry Sanders to a multi-year contract.
Subsequently, in the forthcoming marketing campaigns of the agency, the Hall of Famer will play a starring role as well as participate in a number of activities with clients of BetMGM.
Of his appointment Sanders said: “I’m excited to be a part of the BetMGM team and hop on the ride of the fastest-growing sports betting app in the business.
“Typically, I am the one breaking records in Michigan, but it is amazing to see what BetMGM already has accomplished in my home state.”
‘Most Valuable Player of the NFL’
BetMGM is the Detroit Lions‘ first ‘Official Sports Betting Partner, with whom Sanders played 10 seasons. In 1997, he was named the Most Valuable Player of the NFL and was inducted into the 2004 Pro Football Hall of Fame.
Via public and private activities, both virtual and in-person, the former Heisman Trophy winner can connect with BetMGM players and M life Rewards loyalty members from MGM Resorts. In addition, he will also feature on BetMGM social media content and make guest appearances nationally on radio and TV programs.
Unique experiences for customers
BetMGM chief revenue officer Matt Prevost said of the signing: “It’s an honour and surreal moment for all of us at BetMGM to team up with Barry Sanders. Adding Barry to the BetMGM family brings a new level of excitement and the potential for us to create unique experiences for our customers.”
After appointing Hockey Hall of Fame member and three-time Stanley Cup champion Chris Chelios as a celebrity brand ambassador on a multi-year deal, this follows moves taken by the MGM Resorts International and Entain joint venture last month.
Among other interactive and promotional opportunities, the partnership will see the Detroit Red Wings legend on fan commitments, publicity campaigns and public appearances.