LeoVegas Group Brand Continues as Official UK and European Betting Partner with Fan-Centric Activations at St. James’ Park
Newcastle United and LeoVegas Group have signed a multi-year extension to renew their commercial partnership, maintaining BetMGM as the club’s Official UK and European Betting Partner. Building upon a highly successful three-year collaboration that commenced with BetMGM’s prominent UK market launch in 2023, the renewed agreement continues to focus on delivering immersive, interactive fan experiences and money-can’t-buy opportunities that place supporters directly at the heart of the club’s matchday culture.
The enduring alliance underscores both organizations’ commitment to driving engagement through creative marketing campaigns and community-focused initiatives. Since the partnership’s inception, BetMGM has consistently elevated its presence across Tyneside by blending its signature entertainment values with the passionate traditions of Newcastle United, creating a benchmark for modern sports sponsorship within the Premier League.
The partnership features ongoing supporter activations, including the popular “Flight of the Mags” content series, which pairs fans against first-team players, club legends, and professional darts stars, alongside exclusive ticket giveaways and VIP matchday hospitality. The upcoming season will also mark the return of the BetMGM Half-Time Challenge during the fixture against Hull City, offering supporters a chance to win a trip to Las Vegas.
Executive Insights
Dave O’Connor, Chief Revenue Officer at Newcastle United, commented on the renewal:
“Our partnership with BetMGM has become a real favourite amongst our supporters over the last three seasons, consistently delivering memorable, fan-first experiences and generating viral moments that have driven our marketing ambitions. Renewing our partnership is testament to the strong trust and shared success we’ve built together. It reinforces our relentless ambition to build a powerful, global commercial portfolio, partnering with best-in-class brands across diverse sectors.”
Andy Wright, Managing Director UK&I at LeoVegas Group, added:
“Newcastle United’s ambition matches our own, and that shared drive is what’s made this partnership so natural from the start. Supporters have fully embraced the BetMGM brand, and moments like the Half-Time Challenge is exactly why we wanted to extend our commitment. As we continue to grow, partnering with a club that shares our appetite to get better every year is exactly where we want to be – and we’re looking forward to bringing even more of that signature Las Vegas energy to St. James’ Park this season and beyond.”
