BetMGM Extends Newcastle United Partnership With Multi-Year Deal
The betting brand will remain Newcastle United’s Official UK and European Betting Partner after extending a relationship that began in 2024.
BetMGM has extended its partnership with Newcastle United through a new multi-year agreement covering the UK and Europe.
The LeoVegas Group-operated brand will continue as the Premier League club's Official UK and European Betting Partner, extending a relationship established in 2024. BetMGM will retain a prominent presence at St. James' Park through LED signage, static advertising boards and interview media backdrops.
BetMGM To Continue Fan-Focused Activations
The renewed agreement will include promotions, ticket giveaways and matchday hospitality, with both parties continuing to focus on fan engagement throughout the partnership.
BetMGM's Half-Time Challenge will also return during the 2026/27 season, giving Newcastle supporters the opportunity to win a trip to Las Vegas.
Andy Wright, Managing Director UK&I at LeoVegas Group, said:
“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.”
Newcastle United Chief Revenue Officer Dave O’Connor said the partnership had delivered a series of successful supporter-focused activations during its first three seasons.
“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,” O'Connor said.
“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.”
Renewal Follows LeoVegas Sportsbook Launch
The Newcastle agreement comes shortly after LeoVegas Group launched its proprietary Tiger sportsbook platform in the UK in August.
The technology is being deployed across the group's BetMGM, LeoVegas and BetUK brands and includes features such as odds boosts, partial cash out and Acca Flex. LeoVegas Group had previously introduced the sportsbook technology in Denmark, Brazil and Sweden.
The partnership renewal therefore comes as LeoVegas Group continues to develop BetMGM's presence in European markets while increasing the use of its in-house sportsbook technology across its portfolio.
