The NFL’s New York Jets announced a partnership with MGM Resorts on Wednesday that pegs the casino operator as the team’s official gaming partner. As part of the multiyear deal, the two will build enhancements into the Jets’ existing in-app prediction game, “I Called It.”
This deal marks the most integrated of the gaming partnerships announced by teams in the NFL to date. Whereas other partnerships of this kind announced since the Supreme Court’s May decision opened up sports betting have centered on casino ads, the Jets-MGM tie-up takes this a step further with a co-branded gaming product
The Jets will outfit their existing “I Called It” mobile prediction game, built by Xperiel. The game, which has been in operation for the past two seasons, lets people make guesses about plays in real-time in exchange for landing on a leaderboard or receiving discounts.
Under the MGM partnership, the game will be sponsored by MGM’s online gaming platform Play MGM and rebranded as “I Called It presented by Play MGM.” The game will be enhanced to include pre-play options, upgraded in-play features, expanded prizing, and deeper leaderboards.
“We look forward to working with the Jets to innovate gaming, increase our customer base through cross marketing opportunities and provide NFL fans with a one-of-a-kind entertainment experience.” said MGM Resorts Chairman & CEO Jim Murren, in a statement.
MGM Resorts will additionally sponsor and receive access to the Jets 360 Production Studio at Atlantic Health Jets Training Center. Rebranding the studio the Play MGM Studio, it will continue to serve as the year-round multimedia home for Jets content across Jets 360 TV, digital and social platforms.
Perks for Jets fans will include a range of hospitality options for Jets season ticket holders and Jets Rewards members, including premium entertainment experiences and luxury hotel rooms at MGM’s Borgata property in Atlantic City and other properties in the U.S.
As with the other gaming partnerships in the sports world, the deal includes a full integrated mix of Jets marketing assets, such as stadium signage, social and digital sponsorship and advertising in Jets TV shows and gameday radio broadcasts to promote MGM Resorts.
“We are proud to partner with an iconic brand like MGM Resorts and its renowned properties to bring a world-class gaming and entertainment experience to our fans,” said Jets President Neil Glat, in a statement. “This unique partnership enables us to further engage our fans in the mobile and digital world.”
SportTechie Takeaway
MGM is attempting to make a splash in the sports world by partnering strategically across brands in professional sports leagues. MGM has already inked deals with both the NBA and NHL to serve as their official sports betting partners, wide-ranging deals that include official league data. While it has yet to secure a league-wide deal with the NFL, its partnership with the Jets can be seen as a strategic move to work with a team that has been at the forefront of in-app gaming technology. The Jets have been using I Called It to engage fans and ship them advertisements and discounts. Now, the two will be able to expand Jets gaming properties and potentially get ready for a shift to real-money in-app wagering.