With the game nine days away, all but a few finer details have been resolved. “But we’re working with the NFL on what that entails.” BetMGM using sportsbook for sponsored programming around Big Game “Being only 500 feet from the entrance to the stadium is a fantastic location,” said Matt Prevost, CRO at BetMGM.

But the retail component of a sportsbook, which in this case sits astride the Cardinals' “Great Lawn” about 500 feet away from the stadium - a distance chosen to comply with both state rules that allow for a license and NFL restrictions that keep stadium locations from taking bets during games - complicates matters. It helps that BetMGM plays heavily across the league, with the most team sponsorships of any sportsbook and - perhaps more importantly - as one of a few that pay the league for a designation that allows it to advertise during NFL games.Īll indications are that the relationship between BetMGM and the league is amicable. The NFL does all it can to protect it, even when in Atlanta, where the branding of hometown Coca-Cola (a Falcons sponsor) is endemic. Pepsi, a league sponsor, pays handsomely for its Super Bowl footprint. Teams across sports are used to navigating such issues when hosting league events.

The league/team sponsor conflict is nothing new. sportsbooks that is not an official NFL sponsor. The first Super Bowl to be held in a legalized sports betting state brings this interesting wrinkle: The sportsbook recently built near State Farm Stadium, which will welcome fans in person and take their cash on game day, is operated by BetMGM - the only one of the four leading U.S. BetMGM sportsbook near State Farm Stadium is new wrinkle for Super Bowl We’re nine days away from the first Super Bowl to be held in a legalized sports betting state, where FanDuel, BetMGM and Caesars operate retail sportsbooks around the market's NFL, NBA and MLB venues.

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