BetMGM and Newcastle United expand their partnership in the United Kingdom
LeoVegas Group extends its agreement with Newcastle United Football Club, cementing BetMGM as the club's official betting partner in the UK and Europe, in a revamp that includes fan activations and the return of experiences such as the BetMGM Half-Time Challenge.
As part of the agreement extension, fans and customers will be able to enjoy experiences such as the Flight of the Mags tournament, which pitted club fans against first-team players, legends and darts professionals, as well as ticket raffles and exclusive VIP hospitality experiences on match days. The popular BetMGM Half-Time Challenge, which offers fans the chance to win a trip to Las Vegas, will also return.
Andy Wright, LeoVegas Group's managing director for the UK and Ireland, said Newcastle United's ambition matched his company's, which he said made the partnership flow naturally from the start. Wright stressed that fans have fully embraced the BetMGM brand, and that moments like the Half-Time Challenge are precisely why they decided to extend their commitment to the club, with the intention of continuing to bring the signature energy of Las Vegas to St. James' Park this season and beyond.
Dave O'Connor, Newcastle United's Chief Revenue Officer, said: The partnership with BetMGM has become a fan favourite over the past three seasons, generating memorable fan-centric experiences and viral moments that have driven the club's marketing objectives. According to O'Connor, the renewal of the deal demonstrates the trust and shared success built between the two parties, reinforcing the club's ambition to build a global commercial portfolio alongside top-tier brands across sectors.
The announcement comes after LeoVegas Group launched its own sportsbook, Tiger, in the UK in early August through the BetMGM, LeoVegas and BetUK brands. The group's own sportsbook development has already seen successful launches in Denmark, Brazil and, most recently, in its home market of Sweden. With the extension of its partnership with Newcastle United and a new proprietary sportsbook that incorporates features such as odds upgrades, partial cash out, acca flex and experiences designed specifically for the UK market, sports fans in the UK are facing a season full of new features.
