The National Lacrosse League has signed the first gaming partnership for lacrosse in the United States after announcing a deal with Roar Digital, the joint venture between MGM Resorts and GVC Holdings.
As part of the deal, BetMGM has been named the “official and exclusive gaming partner of the NLL.” BetMGM will work to create the first-ever established weekly betting lines for the sport, which will be distributed across all NLL platforms and channels, including the league’s partnership with OTT streaming service B/R Live.
In addition, BetMGM will receive commercial visibility and other promotional opportunities throughout the NLL regular season and into the playoffs.
NLL commissioner Nick Sakiewic said in a statement: “The growth of our league as a sports and entertainment property and the amount of engagement we will be able to generate through this innovative partnership with MGM Resorts and Roar Digital will be very exciting and add tremendous value to avid, casual and new fans.”
“Lacrosse is a fast-paced, high scoring, and growing sport that presents exciting sports betting opportunities. We are greatly impressed by the management and operations of the NLL as evidenced by its strong roster of team owners,” added Scott Butera, President of Interactive Gaming, MGM Resorts. “The NLL is the ideal partner for BetMGM in accessing a fast-growing lacrosse fan base,” he said.
The NLL recently announced partnerships with leading US insurance company Geico, cloud-based video production, editing and distribution platform Grabyo, Montreal-based sports analytics company Sportlogiq, New Balance-owned premier equipment provider Warrior Lacrosse, sports equipment manufacturer Wilson Sporting Goods, and sports data and technology company Genius Sports.
BetMGM has begun offering live streams of sports events as a means of enhancing its service in the rapidly developing US gambling market.
It is specifically focusing on tennis and soccer content, with the former including men’s ATP Tour events and the French Open grand slam. BetMGM is also offering soccer content such as the English Championship and EFL Cup; Scottish Premiership; Dutch Eredivisie; Danish Superliga; Polish Ekstraklasa; and the Czech First League. International betting rights to the properties are sold by IMG Arena.