New York Yankees (NYY), the Major League Baseball (MLB) team, announced a new partnership with MGM Resorts, one of the country’s biggest entertainment and casino groups.
The association concentrates mostly on VIP events and fan benefits. The partnership will be centred on providing VIP Rewards to MGM Rewards members and MLB fans.
Furthermore, MGM Resorts will also obtain brand exposure at Yankee Stadium with LED signage, rotating signs at first and second base, and a logo on the back of the pitcher’s mound during certain games.
The betting business in the United States is fiercely competitive, and MGM Resorts is one of the industry’s pioneers. The company has been attempting to expand its online presence since 2018, when Professional and Amateur Sports Protection Act (PASPA) was repealed and online betting was allowed. Notably, sports marketing has contributed significantly to the company’s growth.
Bill Hornbuckle, MGM Resorts CEO and President, said, “We remain committed to investing in the community, while collaborating with the New York Yankees to provide unparalleled experiences for baseball fans. Our company has owned and operated Empire City Casino and Yonkers Raceway for the past five years. As we continue working to secure a full commercial casino licence at Empire City, this partnership allows us to further develop these properties to their potential, while providing the world-class hospitality guests have come to expect from the MGM Resorts brand.”
In addition to running many casinos and resorts around the US, MGM Resorts is also involved in the online betting market through BetMGM, a joint venture with the global gaming business Entain. Based on market share, BetMGM ranks third among US-based online sportsbooks, after FanDuel and DraftKings.
As was already noted, MGM has a lot of experience with sports marketing. The firm has been actively involved in baseball, having partnered with MLB in 2018 to become the league’s first official entertainment partner and official gaming partner, with a focus on the US and Japan. This continues with today’s agreement with the Yankees.
Michael Tusiani, New York Yankees Senior Vice President of Partnerships, said, “We are excited to partner with MGM Resorts this season. Through branding displayed on signage inside Yankee Stadium and integrated into our television broadcasts, the MGM Resorts brand will only see increased exposure and recognition for its resort and casino properties— especially for the nearby Empire City Casino.”
In addition to collaborating with the MLB as a whole, MGM has been pursuing marketing opportunities with the league’s various clubs. Boston Red Sox, a prominent competitor of the Yankees, are a famous franchise to have collaborated with the firm.
MGM has some ambitions for the Yankees alliance as it progresses. For example, the group’s Empire City Casino will feature Yankees-themed fan events and experiences that will include players and alumni.
Ed Domingo, President and COO, MGM Resorts’ Empire City Casino, said, “This alliance with the Yankees allows us to create unique and engaging opportunities for guests and baseball fans alike. Empire City sits less than two miles from the Bronx border and is not only the gaming entertainment destination of choice for Bronxites, but also the longtime employer of hundreds of team members who call the Bronx home. We are well positioned to significantly increase that number when a full-scale commercial casino licence is secured.”
