BetMGM Replaces PointsBet As SNF Football Night In America Sponsor

Written By Matthew Waters on September 18, 2022
BetMGM

BetMGM is the new odds provider for the pregame show before Sunday Night Football on NBC, replacing PointsBet.

The switch was first reported by Sports Business Journal shortly before BetMGM odds went live on Football Night in America.

A BetMGM spokesperson confirmed the sponsorship will continue for the rest of the season. Representatives from PointsBet did not respond to LSR before publication, leaving unanswered questions about why the operator would drop out in the middle of the season.

BetMGM slides into national football spotlight

PointsBet is no longer an authorized sportsbook operator for the NFL, Bill King reported. That means it could not continue the agreement with Sunday Night Football announced last September.

Only authorized operators can buy sports betting ads during games or related shows.

BetMGM and other operators are looking to reduce ad spending while maintaining market share. This is one creative way to keep a national presence in NFL betting in light of that.

BetMGM big positive for MGM Rewards

MGM Resorts did not just invest in BetMGM for sports betting, of course. A sportsbook is a great way to find new customers outside of the typical casino demographic, which has been the case according to MGM.

More than 43% of MGM Rewards signups were from BetMGM in the second quarter, CEO Bill Hornbuckle said on MGM’s earnings call in August. That is up from 33% in the second quarter of last year.

There is also substantial growth in first-time retail casino visitation in those signups, Hornbuckle added.

SNF deal had twofold purpose for PointsBet

Providing odds to Football Night In America was not a standalone deal for PointsBet. The Australia-born operator signed a five-year marketing agreement with NBC Universal in 2020.

That deal included nearly $400 million in committed marketing spend with annual minimums increasing annually. NBC Universal also took a 4.9% stake in PointsBet, with nearly 67 million warrants maturing in August 2025.

That spend is being shifted to local NBC stations, regional sports networks and digital platforms, King reported.

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Matthew Waters

Matthew Waters is a reporter covering legal sports betting and the gambling industry. Previous stops include Fantini Research and various freelance jobs covering professional and amateur sports in Delaware and the Philadelphia area.

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