BetMGM, a leading sports-betting and iGaming platform, has launched a vibrant brand refresh, emphasizing its unique blend of gaming and premium entertainment rooted in its partnership with MGM casinos, according to details shared with Marketing Dive.
The rebrand, unveiled through the “Make it Legendary” campaign, aims to elevate BetMGM above the crowded sports-betting market by focusing on sophistication and storytelling.
“This is a significant evolution in our brand strategy,” said Casey Hurbis, BetMGM’s Chief Marketing Officer. “With so much noise in the marketplace, we’re moving beyond odds and promos to position ourselves as a premium entertainment experience.”
Star-Studded Campaign with Jon Hamm
The “Make it Legendary” campaign, developed with creative agency Highdive, brings BetMGM’s vision to life through six dynamic TV commercials. The first spot, “Legendary Photo,” debuted on August 30, 2025, during college football broadcasts.
In the 30-second ad, a trio stranded in a dive bar during a hailstorm transforms their night by placing a parlay bet via the BetMGM app. The campaign features new brand ambassador Jon Hamm, whose charismatic presence echoes his iconic Mad Men role as Don Draper.
“Jon Hamm was the perfect choice,” Hurbis said. “He embodies sophistication, wit, and a passion for sports, making him a natural fit for our brand.” Hamm joins a roster of BetMGM ambassadors that includes Hollywood star Jamie Foxx and sports icons like Derek Jeter, Barry Sanders, and Wayne Gretzky.
Strategic Timing and Broader Vision
The campaign’s launch coincides with the start of the football season, which Hurbis, a former automotive marketing executive, likens to the “new model year” for the gambling industry. “It’s the perfect time to reveal a repositioning,” he noted. The campaign will span TV, social media, digital platforms, out-of-home advertising, and BetMGM’s own properties, with additional spots rolling out in the coming weeks.
The rebrand, informed by extensive customer research, highlights BetMGM’s connection to Las Vegas, where over 40% of its players visit annually. Beyond sports betting, the campaign underscores BetMGM’s commitment to iGaming, responsible gambling, and exclusive VIP experiences, with Hamm set to play a key role in these initiatives.
A Partnership Built on Experience
Hurbis, who previously collaborated with Highdive on three Super Bowl campaigns during his tenure as CMO at Rocket Mortgage, praised the agency’s role in crafting the rebrand. “This isn’t just a sportsbook,” he said. “It’s a premium entertainment platform, and this campaign sets the stage for what’s to come.”
With its refreshed identity and star-powered campaign, BetMGM is poised to redefine the sports-betting experience, blending the thrill of gaming with the allure of Las Vegas entertainment.
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