Major League Soccer has announced that it has sealed a betting partnership with US Casino and sportsbook operator MGM.
MLS’s move makes it the 5th major professional league to take on a Casino partner in the post-PASPA era.
Ten months ago the Supreme Court dumped the PASPA Law that had prohibited sports betting in most US states since 1992.
The National Basketball Association was the first to take on a betting partner. It tied up with MGM in August. Two months later the National Hockey League did the same thing – with the same partner. Major League Baseball also went with enterprising MGM – in its case in November.
The National Football League was the only pro sports body of the five to sign up with a different Casino. It partnered with Caesars.
‘Sports Business Journal ‘was the first to break the news of the MLS deal. It reported on Monday that MGM had become its “first official sports betting partner.”
As is the case in its partnerships with basketball, baseball, and ice hockey, MGM’s 4-year deal with soccer is non-exclusive. It leaves the MLS free to sign deals with other sportsbooks and Casinos.
MGM launched New Jersey’s second sportsbook
MGM was the 2nd company after DraftKings to launch a sportsbook in New Jersey when betting prohibition ended. Its new partnership will benefit it in a number of ways.
It will have the right in each league to boast in bold marketing logos that it is that specific league’s first gaming partner.
It will also have the right to use the logos and trademarks of the leagues it partners in its marketing activities.
Its MLS partnership will also see that it is given field-level signage at all MLS stadium and activation at VIP events like the MLS All-Star and MLS Cup games
Furthermore, MGM will be given access to the ‘enhanced MLS data” for use in its betting activities.
The MLS is currently considering another rule change that will impact on the sportsbook market. They are looking at dropping a rule that presently prohibits jersey sponsorships by sports betting companies.
