BetMGM has secured a significant sponsorship deal with the Professional Darts Corporation (PDC), marking its entry as the new title sponsor for darts’ renowned “biggest roadshow event,” replacing Cazoo.
This spectacular event boasts a substantial prize pool of £1 million (€1.2 million/$1.3 million), where eight players will fiercely compete over 17 nights.
The action will predominantly unfold in venues across the United Kingdom and Ireland, with additional stops in Rotterdam, Berlin, and Dublin leading up to the grand play-offs scheduled for London in May.
The PDC’s collaboration with BetMGM follows the successful conclusion of the 2024 World Darts Championship.
Notably, the championship’s final, held on Wednesday, garnered unprecedented viewership, becoming Sky Sports’ most-watched non-football event with an impressive 3.75 million viewers.
PDC chief executive Matt Porter expressed enthusiasm, stating, “The Premier League will reach a vast live audience and a substantial global television viewership over four months, and we’re delighted to welcome BetMGM as our new title sponsor.”
Sam Behar, UK director of BetMGM, shared in the excitement, saying, “We are thrilled to be partnering with such an exciting and entertaining event as Premier League Darts and look forward to an action-packed 2024 for both BetMGM and the PDC.”
BetMGM’s venture into darts is a testament to its ongoing expansion efforts within the UK market. In 2023, the operator made its foray into the UK as part of its international expansion strategy,
forming a strategic partnership with LeoVegas, rather than industry giant Entain.
This bold move pits BetMGM against Entain’s UK brands, including Ladbrokes and Coral, despite the fact that BetMGM is a 50-50 joint venture in the US, jointly owned by MGM Resorts and Entain.
BetMGM’s UK launch received a boost from its collaboration with English Premier League club Newcastle United, providing them with a substantial presence at St James’ Park stadium.
Furthermore, BetMGM enlisted Hollywood star Chris Rock to feature in a series of high-profile marketing campaigns, amplifying its brand presence.
As part of its overarching expansion strategy, BetMGM has been strategically focusing on sports, with darts being the latest addition to its portfolio.
The operator recently extended its partnership with the NHL, solidifying its position as the official sports betting partner for the league.
BetMGM’s strategic vision extends beyond the UK, with a particular emphasis on Las Vegas. CEO Adam Greenblatt has boldly stated that BetMGM plans to “unlock” Las Vegas in 2024.
The city’s inaugural Formula One Grand Prix, held in November 2023, attracted a staggering 300,000 fans, with BetMGM reporting a record-breaking number of bets, surpassing any other F1 race in their history.
Additionally, the upcoming Super Bowl, set to take place at the Allegiant Stadium, the home of the Las Vegas Raiders, is poised to further bolster BetMGM’s influence in the sports betting arena.