The National Lacrosse League (NLL) agreed to an exclusive sports betting partnership this week with Roar Digital, a joint venture fronted by MGM Resorts International and GVC Holdings. The NLL joined a growing list of U.S. sports embracing gambling.
Taking its name from the iconic brand, BetMGM is a digital platform developed by Roar Digital that lets bettors place wagers before and during games. The app, a rebrand of PlayMGM, covers more than 100 sports leagues as well as traditional casino games.
As part of the agreement, BetMGM will have commercial visibility and other promotional opportunities throughout the NLL regular season and playoffs. There will also be opportunities to create weekly betting lines, distributed across all NLL platforms and channels.
The NLL has seen a surge in interest over recent years with many fans across the country falling in love with the fast-paced action.
The league boasts 13 teams in American and Canadian cities including New York, Philadelphia, San Diego and Toronto.
“We are so proud to welcome BetMGM as yet another world-class brand to our family of national partners,” NLL Commissioner Nick Sakiewicz said in the release. “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, growing sport that presents exciting sports betting opportunities," added Scott Butera, President of Interactive Gaming for MGM Resorts. "The NLL is an ideal partner for BetMGM in accessing a fast-growing Lacrosse fan base."
The deal between Roar Digital and the NLL is just the latest chapter of gaming organizations joining forces with professional sports franchises for sports betting deals. The likes of MGM, FanDuel and others all boast agreements with the NBA. The MLB, NFL and NHL have also been quick off the mark to sign gambling partnerships in recent months.
MGM has also shown interest in Major League Soccer (MLS), striking a deal to become the exclusive sports betting partner in November last year.