Renewed partnership sees LeoVegas-operated brand unveiled as the club’s official UK and European betting partner
MGM Resorts-owned LeoVegas Group has agreed a new deal for its BetMGM brand to become the official UK and European betting partner of English Premier League club Newcastle United.
The new multi-year agreement extends an existing partnership between LeoVegas and Newcastle United, continuing a successful partnership that began in 2024.
As official UK and European betting partner, BetMGM will be prominently featured via LED signage across every home game, static boards, and interview media backdrops.
Fans and customers can also expect unique experiences through activations ranging from the Flight of the Mags tournament, which pitted fans against first-team stars, club legends, and professional darts players, to ticket giveaways and exclusive VIP matchday hospitality experiences.
The fan-favorite BetMGM Half-Time Challenge, which offers fans the chance to win a trip to Las Vegas, will also make a return.
“Newcastle United’s ambition matches our own, and that shared drive is what’s made this partnership so natural from the start,” said LeoVegas Group managing director of UK & Ireland, Andy Wright. “Supporters have fully embraced the BetMGM brand, and moments like the Half-Time Challenge is exactly why we wanted to extend our commitment.
“As we continue to grow, partnering with a club that shares our appetite to get better every year is exactly where we want to be – and we’re looking forward to bringing even more of that signature Las Vegas energy to St. James’ Park this season and beyond.”
Newcastle United chief revenue officer, Dave O’Connor, added: “Our partnership with BetMGM has become a real favourite amongst our supporters over the last three seasons, consistently delivering memorable, fan-first experiences and generating viral moments that have driven our marketing ambitions.
“Renewing our partnership is testament to the strong trust and shared success we’ve built together. It reinforces our relentless ambition to build a powerful, global commercial portfolio, partnering with best-in-class brands across diverse sectors.”
Earlier in August, LeoVegas launched its proprietary sportsbook, Tiger, across the UK through the BetMGM, LeoVegas, and BetUK brands.
Shares in MGM Resorts International (NYSE:MGM) closed 0.17 per cent higher at $40.73 per share in New York Thursday.