Branding rights on Titans’ digital, TV assets

The Tennessee Titans became the first professional sports team in the Volunteer State to partner with a sports betting platform, agreeing to a deal with BetMGM on Monday.

As the NFL franchise’s official sports betting partner, BetMGM will share exclusive naming rights with the Titans’ television studio at Saint Thomas Sports Park. The TV studio airs content across Tennessee, including the Coach Mike Vrabel Show and Titans All Access, which features behind-the-scenes interviews and game previews.

includes live brand visibility during games

BetMGM can also showcase its brand on various Titans digital assets. This includes live brand visibility during games, field goal attempts, video board replays, and more. The Paradise, Nevada-based digital betting firm will also sponsor an upcoming raffle that benefits The Titans Foundation, which administers funds to community organizations across Tennessee.

BetMGM, which also recently signed a deal with the Las Vegas Raiders, said it was excited to partner with the Nashville-based franchise.

Mash-up of the titans

Gil Beverly, Titans senior VP and chief marketing and revenue officer said his organization was “thrilled to bring BetMGM to the state of Tennessee […] and welcome them in as an official partner.” In a press release, the franchise executive also said the partnership would give Titans fans “new experiences and levels of engagement.”

Matt Prevost, BetMGM’s CMO, said the Titans are an “incredible organization.”

“Truly a partnership between two great brands […] we’re excited to introduce Titans fans to new ways to engage with their favorite football team,” added Prevost.

BetMGM in pole position

Sports betting will operate exclusively via digital platforms, as there are no casinos or racetracks in Tennessee. The Tennessee Education Lottery (TEL) first approved digital sports betting in the state in April, and began reviewing applications for operators, suppliers, and vendors in June. On September 23, the TEL’s Sports Wagering Committee announced the first three operators to receive conditional licenses, namely BetMGM, FanDuel, and DraftKings.

In an official news release, TEL board chair Susan Lanigan said staff had “performed a tremendous amount of work and due diligence” ahead of granting the conditional licences last week. “We appreciate their efforts as we work to establish and support a responsible and competitive sports wagering program in Tennessee,” said Lanigan.

scheduled to launch in Tennessee on November 1

Of the three wagering operators, BetMGM moved fastest to partner with the Titans, the highest-profile professional team in Tennessee. Digital sports betting is scheduled to launch in Tennessee on November 1.