Newcastle United has agreed a new multi-year partnership with LeoVegas Group, naming BetMGM as its official betting partner across the UK and Europe.
The deal builds on a relationship that first began in 2023, marking three seasons of collaboration between the Premier League club and the MGM-backed operator.
BetMGM branding will feature prominently at St James’ Park through LED advertising boards and media walls positioned throughout the iconic stadium.
Fans can expect a range of activations tied to the partnership, with the operator committing to deliver experiences designed to engage supporters throughout the season.
Among the headline activations returning is the Flight of the Mags tournament, where fans compete against first-team players, professional darts players and Newcastle legends for ticket giveaways and VIP matchday hospitality.
BetMGM’s Half-Time Challenge, which offers supporters the chance to win a trip to Las Vegas, will also return during the 2026/27 season.
The renewal comes shortly after LeoVegas Group launched its proprietary Tiger sportsbook in the UK in August, a platform now operating across the BetMGM, LeoVegas and BetUK brands.
The Tiger sportsbook includes features such as odds boosts, partial cash out and Acca Flex, reflecting LeoVegas Group’s push to strengthen its in-house product across European markets.
Newcastle United’s Chief Revenue Officer, Dave O’Connor, said: “Our partnership with BetMGM has become a real favourite amongst our supporters over the last three seasons, consistently delivering memorable, fan-first experiences and generating viral moments that have driven our marketing ambitions.”
O’Connor added: “Renewing our partnership is testament to the strong trust and shared success we’ve built together. It reinforces our relentless ambition to build a powerful, global commercial portfolio, partnering with best-in-class brands across diverse sectors.”
LeoVegas Group Managing Director UK&I, Andy Wright, said the club’s ambition aligned closely with the operator’s own growth targets in the region.
Wright commented: “Newcastle United’s ambition matches our own, and that shared drive is what’s made this partnership so natural from the start. Supporters have fully embraced the BetMGM brand, and moments like the Half-Time Challenge is exactly why we wanted to extend our commitment.”
Wright concluded: “We’re looking forward to bringing even more of that signature Las Vegas energy to St James’ Park” as the group continues expanding across Europe.
