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BetMGM threaded the needle last week in landing an official partnership with the Boston Red Sox three days before the launch of mobile sports betting in Massachusetts. As part of the agreement, BetMGM will receive signage on the iconic Green Monster in left field at Fenway Park, the team’s home since 1912. It is located within walking distance of DraftKings’ headquarters.
The partnership was signed against the backdrop of a strict regulatory climate as Massachusetts unveils one of the most stringent advertising standards in the nation. One unique regulation in the Bay State may restrict sportsbooks to advertising only when at least 75% of observers will be the legal gambling age of 21 or older.
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Responsible gaming has been a core tenet as the Massachusetts Gaming Commission has crafted regulations this year. It is unclear if it will monitor attendance demographics at Fenway to determine if there’s any issue with sportsbooks placing ads in the ballpark.
On the one hand, an argument could be made that a sportsbook operator is pushing the envelope by advertising a baseball game that will attract many kids and college students. Still, thousands of older adults will be in the crowd at any large sports venue like Fenway Park or Gillette Stadium.
There may be a better chance of a small college arena brushing against the regulation, with students under 21 representing a considerable percentage of the crowd.
The BetMGM logo in Fenway will appear on the left field wall in space previously occupied by advertising for MGM Resorts. Shortly after the US Supreme Court’s PASPA decision in 2018, MGM Resorts inked an official partnership with Major League Baseball.
On March 1, MGM Resorts and BetMGM announced a five-year extension with GameSense, the British Columbia Lottery Corporation’s responsible gambling program. The program encourages bettors to gamble within their means by placing limits on spending and gameplay.
Observers were still unsure if BetMGM could offer various marketing containing the team’s logo regarding certain Red Sox-related promotions. For instance, it’s uncertain if a sportsbook can offer a boosted bet on a player to hit for the cycle with a picture of his face on a billboard.
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