The New York Jets and MGM Resorts International today announced a “first-of-its-kind” integrated gaming partnership that makes the casino and hospitality operator the official gaming partner of the NFL team.
The announcement about the Jets/MGM tie-up arrives shortly after reports emerged that the team has joined forces with online gambling operator 888 Holdings in a sponsorship deal that is yet to be announced officially.
In addition to a traditional casino sponsorship, the Jets’ deal with MGM also involves the I Called It mobile game which allows fans of the NFL team to answer questions about Jets games. The game is sponsored by MGM’s mobile app Play MGM and is available exclusively in the Official New York Jets App. It is free to play and provides Jets fans with the chance to win different prizes. However, it does not allow them to wager money on Jets games.
As part of the deal, MGM will be designated as the official gaming partner of the NFL team. In addition, the casino operator will sponsor and be offered access to the Jets 360 Production Studio, where the team films dedicated digital media and television content. The Jets’ home stadium, MetLife Stadium in East Rutherford, New Jersey, will feature MGM signage.
Jets season holders and members of the Jets’ rewards program will be treated to entertainment experiences and hotel rooms at MGM resorts around the nation, including Atlantic City’s Borgata, as part of the newly penned partnership between the football team and the gaming and hospitality giant.
888 Partnership Draws Ire
The NFL changed its advertising policies in early September to allow teams to join forces with casino companies and thus boost their advertising revenues. However, under the new rules, the sponsorships should not promote and involve sports betting in any way.
888 currently offers online casino, poker, and sports betting services, and its wagering offering was what drew criticism as the company’s tie-up with the Jets was unveiled. Supporters of the partnership have pointed out that it does not violate the NFL’s advertising rules as 888’s sports betting business is not directly promoted. However, opponents have argued that the deal definitely crosses the line.
The New York Jets are not the only team to have partnered with gambling companies since the NFL relaxed its rules. The Dallas Cowboys joined forces with WinStar World Casino in Oklahoma in early September, while the Baltimore Ravens inked a deal with Horseshoe Casino Baltimore.
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