Dortmund seek to strengthen US presence with BetMGM
BetMGM, the online betting company, has expanded into the European soccer market in a multi-year deal with German giants Borussia Dortmund.
Under an agreement sourced and supported by international sports marketing agency Sportfive, BetMGM will become the Bundesliga club’s exclusive regional US partner in what is the first deal between a US betting company and a German team.
The sports betting operator will have rights to player imagery and team logos, as well as additional team assets for marketing applications and access to co-branded content on Dortmund’s English-language social media channel.
The partnership also features cross-marketing opportunities and fan-focused assets such as social media promotions and BetMGM customer sweepstakes with special Dortmund prizes.
In addition, BetMGM customers will be able to stream Dortmund’s Bundesliga matches on the bookmaker’s app.
Benedikt Scholz, Dortmund’s head of international commercial and new business, said the tie-up will “broaden our reach and further develop our presence in the US market."
Matt Prevost, BetMGM’s chief revenue officer, described becoming the first US sports betting operator to partner with a German club as “a major milestone.”
Sportfive is Dortmund’s official marketing partner via a tie-up that dates back to before the turn of the century.
Dortmund have had strong interest in the US since signing national team star Christian Pulisic in 2015 although he departed for English Premier League club Chelsea in 2019.
Dortmund retain a US presence in their squad in the form of up-and-coming 18-year-old USA international Giovani Reyna (pictured).
With the sports betting wave in the US, BetMGM has primarily focused on partnerships in the country over the past year and has bolstered its portfolio with teams across American football’s NFL, basketball’s NBA, baseball’s MLB and ice hockey’s NHL.
The company is owned by Roar Digital, the sports betting and online gaming joint venture between MGM Resorts and gambling firm GVC Holdings.