BetMGM Signs Exclusive Partnership with Elon Musk’s X for Sports Betting Feature

BetMGM has reportedly inked a deal with billionaire Elon Musk’s X (formerly known as Twitter). This deal will be the first partnership of this kind between a large sports betting and online casino operator and a global social media brand. It could result in more business for one of Michigan’s leading online gambling platforms.

With this new partnership, BetMGM Sportsbook Michigan could see its sports betting insights and odds featured on the social media platform in the future. According to reports of the yet-to-be-finalized deal, the plan is to provide users with a direct link to place bets via BetMGM.

This new deal may see BetMGM’s share of the national and Michigan online sports betting markets improve significantly. X remains a very popular place for sports enthusiasts.

X, formerly Twitter, is about to include a feature that contains the odds for sporting events from BetMGM. This feature will also provide a direct link that allows X users to place bets with the online operator.

At this time, no additional information regarding financial agreements or a start date is available. However, BetMGM has a lot to gain from this new development, as it would connect them directly to a wide audience that discusses live sporting events on the platform.

According to the Chief Executive Officer of BetMGM, Adam Greenblatt, X is “the center of the sports world’s conversation 24 hours a day, seven days a week”. Direct access to the operator’s website and application through social media platforms presents “an unprecedented opportunity to expand” the company’s reach, according to the CEO.

Speaking about this matter, Linda Yaccarino, CEO of X, revealed that sports on the social media platform “never sleeps”. She went on to say that fans are "practically in the front row" of their favorite competitions thanks to the smart cooperation with BetMGM.

This partnership is aimed at X users in the United States who can take advantage of BetMGM’s latest betting odds on multiple sports. It is unclear just how many of those American users reside in states that have legalized online sports betting, such as Michigan.

For X, this betting interface is one of the variety of features that owner Elon Musk has introduced to the social media app since he took over. It is interesting to note that the choice to introduce BetMGM betting odds to the platform first came a few weeks before the 2024 Super Bowl, with millions of Americans tuning in yearly.

During last year’s Super Bowl, X platform crashed during the half-time show. This “forced” Musk to redirect focus to “maximizing system stability and robustness”. Adding BetMGM’s sports odds statistics into the X platform will not be free from challenges.

While the odds interface gives users a quick way to get into the application or website operated by BetMGM, the integration between the two platforms will evolve with the addition of new features and functionality.

Other rivals of BetMGM Michigan, and elsewhere, may follow in online operator’s steps and strike similar deals with other social media platforms, including Facebook, WhatsApp, Instagram and TikTok.

BetMGM has a larger online casino presence than it does with its sport betting, especially in Michigan. The brand is a prominent international sports betting and iGaming operator founded in 2018 as a partnership between MGM Resorts International, the well-known casino operator and entertainment company, and Entain, one the biggest sports betting companies in the world.

Currently, BetMGM Casino Michigan holds 34.5% of the lifetime online casino revenue market share. It is the only online operator to cross $1 billion in revenue during its time in Michigan.

There is no indication about plans to feature online casino links from BetMGM on the X platform. Beyond this, only six states have legalized online casinos. This presents a small target for both X and BetMGM.