LeoVegas Group has extended its agreement with Newcastle United through a multi-year deal naming BetMGM the Premier League club’s official betting partner in the UK and Europe.
The renewal continues a relationship that began in 2024 and will provide BetMGM with branding during Newcastle’s home matches at St James’ Park.
Assets covered by the agreement include LED perimeter displays, static advertising boards and interview media backdrops.
BetMGM and Newcastle will also continue operating supporter activations. These include ticket competitions, VIP matchday hospitality and the BetMGM Half-Time Challenge, through which fans can compete for a trip to Las Vegas.
Previous activity included the Flight of the Mags tournament, which involved supporters, Newcastle first-team players, former club footballers and professional darts competitors.
Commenting on the development, Andy Wright, LeoVegas Group’s MD for the UK and Ireland, stated: "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.
"As we continue to grow, partnering with a club that shares our appetite to get better every year is exactly where we want to be – and we're looking forward to bringing even more of that signature Las Vegas energy to St. James' Park this season and beyond."
Newcastle United CRO, Dave O’Connor, added: “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.
"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.”
The renewal follows LeoVegas’ rollout of its proprietary Tiger sportsbook across BetMGM, LeoVegas and BetUK in the UK. Tiger previously launched through BetMGM and GoGoCasino in Sweden, while the group also introduced its Expekt brand in the country ahead of the 2026 World Cup as it expanded its in-house sports betting technology.
The commercial relationship between LeoVegas Group and Newcastle United began in 2024
