MGM-Entain joint venture BetMGM has become the first US betting operator to partner with a German soccer club, striking a deal with Bundesliga giants Borussia Dortmund.
The deal will include marketing placements and rights to player imagery and team logos.
In addition, the deal will include social media promotions and exclusive signup offers for fans, co-branded content on the club’s English-language social media channel and a BetMGM customer sweepstakes with “special Dortmund prizes.”
Benedikt Scholz, head of international/commercial and new business at Borussia Dortmund, said fans would also be able to stream the club’s matches trough the BetMGM app.
“We are very pleased about this partnership with BetMGM as our new regional Partner in the US, “It is wonderful news for our US-based fans that they are now able to watch BVB matches via the BetMGM app.
“Together, we will broaden our reach and further develop our presence in the US market.”
BetMGM chief revenue officer Matt Prevost added that a partnership with one of Germany’s top clubs made a lot of sense given rising interest in the Bundesliga in the US.
“BetMGM becoming the first US sports betting operator to partner with a German soccer club is a major milestone, and who better to team up with than the legendary Borussia Dortmund,” Prevost said.
“As interest in Bundesliga within the US continues to skyrocket, BetMGM customers can engage with one of Germany’s most prestigious clubs and watch every Bundesliga game through the BetMGM app.”
Dortmund have won the Bundesliga eight times, most recently in 2012, and finished second in 2019-20. The club also won the UEFA Champions League in 1997, and reached the final of the 2013 tournament.