BetMGM
Launching the goliath of US sports betting brands in the UK.
Background
BetMGM’s 2023 UK launch aimed to establish the brand in a competitive market, showcasing premium entertainment. Our objectives included positioning BetMGM as a major player and bringing the excitement of Las Vegas to UK fans, achieving this through strategic messaging and standout campaigns.
Our approach
We developed a PR strategy that positioned BetMGM as the pinnacle of the golden era of sports betting, celebrating its Vegas heritage while amplifying its premium and entertainment driven brand values.
What we did
Press office
As the retained comms and PR agency for the brand, Boldspace facilitated the UK launch, spanning comms planning, crisis management and all activity directed at external stakeholders. We armed BetMGM with a world-class, always-on press office, populating national media with organic mentions and follow links around odds coverage, research stories, and ambassador interviews.
Activations
The brand really shone with our headline-grabbing activations to celebrate their landmark partnerships. We ‘landed’ three giant golden darts in Cardiff to kick off their title sponsorship of the PDC’s Premier League Darts, while providing racegoers at Cheltenham Festival a true Showtime moment by pulling off a surprise Craig David gig on Gold Cup Day.
Impact & Results
Our press office work and our headline-grabbing campaigns gave the new brand an elevated share of voice in the media compared to their initial market share.
