As BetMGM has embarked on its growth into the UK market, sponsorship and advertising has enabled the firm to showcase the authenticity in bringing Vegas to the UK.
LeoVegas Group Director of UK, Ireland, and Sponsorship emphasised that the firm’s ambitions to breathe life into what had become a relatively stable market were accelerated through engagement with impactful partnerships.
One of the main ambassadors of the brand that BetMGM has brought to the UK is comedy legend Chris Rock, and Behar revealed that he epitomised the freshness they are seeking to enrich the UK market with.
“He’s been very important to us”, stated Behar, “we really wanted a hero name and a hero ambassador to help launch the product and to drive some credibility in what we’re trying to achieve, the way that we look and the energy we are bringing to the market.
“We take your expectations and raise them – so whilst other brands have retired footballers, we have Hollywood A-listers.”
“It comes down to not how we one up the opposition, but how we 10 up the competition, So when we looked at ambassadors and we were presented with lots of different talent options that were from lots of different nationalities, what was clear to us is that we just didn’t wanna be another operator taking some old retired football talent.”
