Jon Hamm and BetMGM bring fans inside the Legends Lounge for new football season campaign

It Happens Here campaign marks the next chapter of BetMGM’s Make It Legendary platform

BetMGM, a leading sports betting and iGaming operator, unveiled It Happens Here, a new campaign created in collaboration with independent creative agency CAPE and featuring EMMY Award-and Golden Globe Award-winning actor Jon Hamm.

Launching in anticipation of football season, the campaign marks the next chapter of BetMGM’s Make It Legendary platform, showcasing how BetMGM brings together sports betting, iGaming, rewards, entertainment and fandom in one destination.

“As we enter the most exciting time of year for our players, we wanted to create a campaign that feels distinctly BetMGM while tapping into MGM Resorts’ entertainment legacy,” said Matt Prevost, Chief Revenue Officer, BetMGM. “With Jon’s magnetic charm and CAPE’s creative vision, ‘It Happens Here’ ties together the breadth of experiences we offer in a way that’s unmistakably BetMGM.”

Hamm anchors a series of four new multi-channel spots with his signature wit and charisma, welcoming viewers into the Legends Lounge, an immersive setting that combines the energy of a sportsbook or casino, the exclusivity of a speakeasy and the excitement of a Las Vegas entertainment destination. BetMGM constructed the Legends Lounge for the shoot and plans to bring the concept to life through future activations and experiences.

Hamm said: “The Legends Lounge is a world full of unexpected moments and memorable characters, and I enjoyed helping bring it to life for BetMGM’s new campaign. It’s clever, entertaining and a lot of fun.”

The campaign debuted Saturday, August 29 with the “Raise the Stakes” spot, introducing fans to the Legends Lounge. Additional creative will run throughout the season across TV, social, digital, out-of-home and BetMGM properties.

“It Happens Here” is the first major body of work under BetMGM’s expanded partnership with CAPE. CAPE previously produced BetMGM’s responsible gambling campaign, “Mullet Over,” as well as the popular “Lucky Doe” spot for Borgata Online.

Casey Ritts, Co-Founder and CEO of CAPE, said: “The ‘It Happens Here’ campaign brings together everything that makes BetMGM distinctive: sports, entertainment, iGaming and a bit of fun. The Legends Lounge gives us a rich new world for the brand to play in, and Jon Hamm brings exactly the wit and personality that felt right for this campaign. We’re excited to expand our partnership with BetMGM and build ideas that can become lasting expressions of the brand.”