The partnership between MGM Resorts International, through its sports betting and iGaming arm, BetMGM, and the Vegas Golden Knights of the NHL is a story deeply intertwined with the rise of Las Vegas as a central sports hub. Since the Golden Knights’ inception, MGM has played a pivotal role in supporting the team as a sponsor and a key player in the city’s entertainment landscape. This relationship has evolved into one of the most prominent sponsorships in professional sports, reflecting the unique dynamics of Las Vegas and the explosive growth of sports betting in the United States.
The Origins of a Strategic Alliance
The Vegas Golden Knights joined the NHL as an expansion team in 2017, quickly capturing the city’s imagination and establishing themselves as a powerhouse in the league. From the outset, MGM Resorts International was closely involved as a sponsor and co-owner of the team’s home venue, T-Mobile Arena. The arena, which opened in 2016, is operated by MGM Resorts in partnership with AEG, and Golden Knights owner Bill Foley holds a minority stake in the venue. This foundational connection made an MGM sponsorship almost inevitable, setting the stage for a multifaceted partnership far beyond traditional advertising.
Evolution of the Sponsorship
MGM’s involvement initially focused on branding and in-arena promotions, but the partnership deepened significantly with the rise of legalized sports betting. BetMGM became one of the NHL’s first official sports betting partners in the United States. This move reflected the league’s embrace of new revenue streams and the unique position of Las Vegas as a gaming capital. For the Golden Knights, this meant a direct link to one of the most recognized names in sports betting, with BetMGM securing exclusive rights to in-arena signage, co-branded content, and a host of fan engagement initiatives.
The relationship has continued to grow, with BetMGM recently announcing a multi-year extension of its partnership with the Golden Knights through the 2026-27 season. This extension ensures that BetMGM will remain the team’s Official Betting Partner, with prominent signage on the Knight Tron and throughout T-Mobile Arena, exclusive promotions, and co-branded content. The partnership also includes unique fan engagement opportunities, such as watch parties, plaza activations, and sweepstakes, all designed to enhance the game-day experience and deepen the connection between the team and its fans.
Fan Engagement and Community Impact
One of the hallmarks of the MGM-Golden Knights partnership is its emphasis on fan engagement. Throughout the NHL season, BetMGM hosts watch parties at various MGM Resorts destinations, featuring appearances by team mascots and opportunities for fans to interact with the brand. At select home games, BetMGM activates experiences in the arena plaza, where fans can register for the BetMGM mobile app and participate in prize giveaways. These activations are designed not only to promote the BetMGM brand but also to create memorable moments for fans, reinforcing the Golden Knights’ reputation for delivering world-class entertainment both on and off the ice.
The partnership also reflects the community-focused approach that has defined the Golden Knights since their inception. Despite being in one of the NHL’s smallest markets, the team has cultivated nearly 200 sponsorships, the most of any professional sports team, with a significant portion coming from local businesses. MGM’s involvement is emblematic of this strategy, blending global brand power with a commitment to supporting the local community and enhancing the Las Vegas sports scene.
The Broader Context: Sports Betting and the NHL
The MGM-Golden Knights partnership is part of a broader trend in professional sports, as leagues and teams increasingly embrace sports betting as a source of revenue and fan engagement. BetMGM’s role as an Official Betting Partner of both the Golden Knights and the NHL highlights the growing acceptance of sports betting within the league and the importance of strategic partnerships in driving innovation and growth. The collaboration has also led to developing NHL-themed gaming products, such as BetMGM’s NHL Gold Blitz online slot game, which features logos from all league franchises.
Looking Ahead
As the partnership extends through the 2026-27 season, MGM and the Golden Knights are poised to continue shaping the future of sports entertainment in Las Vegas. Focusing on delivering unique experiences, leveraging cutting-edge technology, and fostering community connections, the alliance models how sports teams and corporate partners can work together to create lasting value for fans and stakeholders alike.
The relationship between MGM and the Vegas Golden Knights is more than a sponsorship—it is a testament to the power of collaboration in building a sports franchise that is both commercially successful and deeply rooted in its community. As Las Vegas continues to evolve as a sports destination, the partnership stands as a defining example of how strategic alliances can drive innovation, engagement, and growth in the modern sports landscape.
