BetMGM has launched its new “It Happens Here” campaign ahead of the 2026-2027 NFL season with actor Jon Hamm and creative agency Cape, as additional content is set to run across TV, social, digital, out-of-home and retail properties over the coming months.
"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," BetMGM CRO Matt Prevost said.
"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."
The campaign consists of four multi-channel spots featuring Hamm welcoming viewers into the Legends Lounge, a planned space BetMGM will construct through future activations and experiences.
“It Happens Here” also marks the first project between BetMGM and Cape under the parties’ expanded partnership, as the creative agency previously developed the operator’s “Mullet Over” responsible gambling campaign and "Lucky Doe" spot for Borgata Online.
Hamm also addressed his latest campaign with BetMGM, having 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 officially debuted on August 29 with a “Raise the Stakes” spot and marks the “latest chapter” in BetMGM’s Make It Legendary platform.
"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,” Cape Co-Founder and CEO Casey Ritts said.
“We're excited to expand our partnership with BetMGM and build ideas that can become lasting expressions of the brand."
On August 27, BetMGM introduced new enhancements to its sportsbook product, including expanded cash out features, betting insights, a rewards hub and improved live betting and bet building experiences.
The rewards hub will allow BetMGM users to access promotions and rewards information, as well as track their respective tier status and manage program benefits across the operator’s broader ecosystem.
BetMGM formed a new partnership with Awager on August 13 to integrate live-streamed slots onto the operator’s iCasino platforms in New Jersey, replicating the ‘authenticity’ of land-based titles
