SPORTS BETTING
US – MGM Resorts gains access to MLB player branding and marketing rights
By William - 12 July 2022
MGM Resorts has signed a multi-year agreement to become an Official Partner of MLB Players, Inc., the business arm of the Major League Baseball Players Association.
As well as giving the company use of MLB Players’ branding and group marketing rights, the partnership will provide hospitality benefits to MLB Players with MGM Resorts’ properties serving as the host location for a variety of MLB player-related events.
“This new partnership strengthens our commitment to the sport of baseball in the U.S. and around the globe,” explained Lance Evans, Senior Vice President of Sports & Sponsorships, MGM Resorts.
“We welcome the opportunity to host MLB Players at our world-class resorts and create unique player experiences for our valued MGM Rewards members.”
Under terms of the agreement, MGM Resorts can use the MLB Players’ group rights across a broad range of print and digital promotions, advertisements and sweepstakes in the U.S., China and Japan.
Additionally, MGM Resorts will become a participating partner of MLB Players, Inc.’s Players House hospitality space at each season’s All-Star Game. MGM Resorts will also become an “Official Offseason Destination” of MLB Players through programmes that provide benefits for staying at MGM Resorts properties.
MLB Players will also have opportunities to enter individual ambassador agreements to promote MGM Resorts through appearances, social media posts, autographed memorabilia, and advertisements.
“As a leader in the gaming and hospitality industry, MGM Resorts is an ideal business partner for us. This collaboration reinforces the importance of leveraging Players to facilitate marketing initiatives,” commented Xavier D. James, Chief Operating Officer of the Major League Baseball Players Association.
“We look forward to growing this valuable and strategic relationship in the years ahead.”
“This agreement puts Major League Baseball Players in partnership with a company that is synonymous with best-in-class hotels and entertainment,” added Evan Kaplan, Managing Director of MLB Players, Inc.
“MGM Resorts’ global presence will also help strengthen the allegiance between baseball’s international fan base and our Players.”
