MGM Resorts International will partner with the MLBPA on a new marketing deal. [Image: Shutterstock.com]
MGM Resorts Expands Into Baseball
MGM Resorts International has reached an agreement with a subsidiary of the Major League Baseball Players Association (MLBPA). The deal between the world-renowned entertainment giant and MLB Players, Inc. (MLBPI), which handles the business side of MLBPA affairs, is the first of its kind and will unlock a myriad of new opportunities.
The exact details of the partnership remain unknown, although a “multi-year” deal is reportedly in place.
As a result of the agreement, MGM will have access to exclusive MLBPI branding and marketing rights, while MLBPI will receive benefits and can host business-related functions at MGM properties.
“Under the terms of the agreement, MGM Resorts will be able to use the group rights of the MLB players for a wide variety of print and digital promotions, advertisements and sweepstakes in the US, China and Japan,” said a statement from MGM. “In addition, MGM Resorts becomes a participating partner of MLB Players, Inc.’s Players House hospitality space at each season’s All-Star Game. MGM Resorts is also becoming an “Official Off-Season Destination” for MLB players through programs that include benefits for staying on MGM Resorts properties.”
It’s unclear whether the agreement will be in effect for this year’s All-Star game in Los Angeles on July 19.
players are also eligible to enter into agreements as individual ambassadors
In addition to the benefits listed, players are also eligible to enter into agreements as individual ambassadors of MGM, whether that be through personal appearances, social media promotions or the distribution of signatures. This follows in the footsteps of Colorado Rockies star Charlie Blackmon, who became the first active MLB player to partner with a sportsbook earlier this year.
“This new partnership reinforces our commitment to baseball in the US and around the world,” said Lance Evans, MGM Resorts senior vice president of sports and sponsorship. “We welcome the opportunity to host MLB players at our world-class resorts and create unique player experiences for our valued MGM Rewards members.”
The trajectory from baseball to gambling and entertainment
The MLBPA “serves as the exclusive group licensing agent for commercial and licensing activities involving active Major League Baseball players.” The new agreement with MGM demonstrates the drive to put baseball at the heart of the entertainment and gambling markets.
MLB Commissioner Rob Manfred has been an active advocate of gambling expansion for some time now. During an April interview with ESPN, Manfred noted that interweaving betting and baseball would have multiple positive effects.
It’s an additional way for our fans to interact with the game.”
“We see it primarily as a form of increasing fan engagement,” said Manfred. “It’s an additional way for our fans to interact with the game.”
MLB has also pushed the boundaries of gambling, even in states where sports betting is still illegal. In early May, BetMGM became the exclusive betting partner of the Houston Astros, despite Texas banning all forms of sports betting.
MLB and the MLBPA are also major investors in Fanatics, an online hub for sports memorabilia and fandom that is expected to enter the gambling market soon.
This post MGM Resorts, MLBPA Reach Unique Marketing Agreement
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