BetMGM, Pittsburgh Steelers extend partnership
BetMGM on Friday extended its partnership with the Pittsburgh Steelers through the 2029 season, designating BetMGM as the team’s official sports betting, icasino and gaming partner.
The renewed agreement increases BetMGM’s presence across Steelers platforms, introduces new fan-focused experiences and continues the Decade of Black & Gold Sweepstakes each year of the partnership. The sweepstakes awards one fan in Pennsylvania or West Virginia with 10 years of lower bowl season tickets and hospitality tent passes for all Steelers home games.
“This partnership extension allows BetMGM to continue delivering experiences that reflect the energy and passion of Steelers Nation,” BetMGM Chief Marketing Officer Casey Hurbis said in a statement. “From game day activations to exclusive Steelers-branded casino games and the amazing opportunity to win 10 years of season tickets, we’re focused on creating memorable moments for fans.”
Fans can enter the Decade of Black & Gold Sweepstakes VI by opting in weekly through January 4, via the promotions section of the BetMGM app. Each opt-in earns one free entry, and participants can earn an additional entry by placing at least $25 in cumulative wagers on pro football. There is a limit of two entries per week. Offer available in Pennsylvania and West Virginia only and is subject to eligibility requirements.
“We are very excited to build upon the success of our partnership with BetMGM,” said Steeler Senior Vice President of Business Operations Ryan Huzjak. “Fans will notice new in-game elements and opportunities in addition to the existing Steelers-branded casino games and fan favorite Decade of Black & Gold promotion.”
BetMGM this season has introduced Steel City Slingo to its lineup of exclusive Steelers-branded games available at BetMGM Casino. BetMGM also launched an in-stadium promotion that awards eligible players with a casino bonus for Steelers-branded casino games if the Steelers get three or more touchdowns during a game. The offer is available in Pennsylvania only. Bonus subject to a 10x wagering requirement and expires after one day and is subject to eligibility requirements.
Additional key features of the agreement include:
- Hospitality and exclusive VIP events
- Co-branded digital and social media content
- In-stadium field goal and extra point takeovers presented by BetMGM
- Year-round media integration across Steelers Nation Radio, Gameday Radio, the Steelers Kickoff Show, locally broadcast preseason games and The Mike Tomlin Show
- Enhanced responsible gambling messaging, including a videoboard takeover before every Steelers home game
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The Backstory
Why this extension fits BetMGM’s playbook
BetMGM’s renewed pact with the Pittsburgh Steelers slots into a larger strategy: embed the brand where fans already gather, deliver team-themed games and rewards, and fold betting prompts into live sports touchpoints. Across leagues and platforms, the operator has been scaling partnerships that merge content, technology and promotions to keep customers engaged beyond kickoff and final whistle.
In recent months, BetMGM has added deals that put it closer to viewers at home and fans in arenas. Those include an interactive streaming tie-up with the Washington Capitals and Wizards, women’s sports visibility through the Las Vegas Aces, and exclusive casino content for key igaming states. The trend line is clear. The company is building an ecosystem that links live action, mobile prompts, branded games and VIP experiences under a single banner.
That context helps explain the Steelers renewal’s emphasis on co-branded media, in-stadium activations and recurring sweepstakes tied to weekly engagement. The agreement mirrors how BetMGM has pursued growth elsewhere: create owned touchpoints, reinforce them with data-driven personalization and make the experience feel native to the team environment.
Responsible gaming scaled alongside expansion
BetMGM’s bigger footprint has come with a conspicuous expansion of responsible gaming tools and research support. The operator and joint-venture parent MGM Resorts recently said they would extend outreach and mental health access by broadening a referral program with Kindbridge Behavioral Health to every online jurisdiction where BetMGM operates. The move is part of a wider plan to deepen research and education while giving users more controls in product, such as a GameSense “time-out” feature and QR codes to guide customers to resources. Read more on the expanded commitment to problem gambling research and in-app safeguards.
The Steelers agreement specifically elevates responsible gambling visibility in-stadium, with recurring messaging before each home game. That aligns with MGM and BetMGM’s recent outreach, which pairs high-exposure sponsorships with higher-profile education. With Pennsylvania among the most active sports betting and icasino markets, the emphasis underscores how the company is trying to balance growth with consumer protections in jurisdictions central to its revenue mix.
Personalization and automation behind the scenes
Fan activations are the front end of a data arms race. On the back end, operators are investing in tools that predict lifetime value, flag churn risk and trigger rewards at the right moment. One example: automation provider Flows and AI insights firm Golden Whale extended their partnership to deliver instant, personalized offers and early LTV predictions for operators. Their combined systems can automate incentives and deploy churn prevention in real time. The collaboration has already powered player engagement products, including Light & Wonder’s Wonder Drops in Michigan. See details on the Flows and Golden Whale partnership extension.
That kind of infrastructure is crucial for partnerships like the Steelers. When BetMGM promises team-branded games, weekly opt-ins and bonuses tied to on-field milestones, the value comes from triggering the right prompt for the right fan at the right time. No-code automation and predictive tools reduce lag between event and offer, which can be the difference between a casual dabble and deeper retention.
Bringing odds and prompts into the live stream
BetMGM has also moved to where many fans now watch: on connected devices. Monumental Sports Network’s Monumental+ app is integrating real-time odds and gamification for Capitals and Wizards games through a partnership with Play Anywhere and BetMGM. Fans who opt in can see in-game betting prompts, live odds, polls and trivia on phones and tablets, with an age-gated handoff to the BetMGM platform for wagers. Explore the interactive viewing partnership with Monumental Sports Network.
The streaming tie-up is notable because it blends broadcast content with contextual interactivity without overhauling the telecast. It is a template that meshes with team partnerships like the Steelers: use branded segments, in-game triggers and second-screen experiences to keep viewers inside a loop of content, data and betting. As regional sports rights and team-controlled digital channels evolve, these integrations could extend to more clubs and markets.
Women’s sports and local market entries
BetMGM’s alignment with the Las Vegas Aces makes it the team’s official and exclusive sportsbook and casino partner through 2027. The deal adds branding at Michelob Ultra Arena and VIP fan experiences, and it runs parallel to BetMGM’s leaguewide agreement with the WNBA. As women’s sports audiences grow, the partnership gives BetMGM a foothold where engagement is climbing and where MGM Resorts’ venue assets create cross-promotional advantages. Read about the Aces and WNBA partnerships through 2027.
Market access and content depth remain pillars of BetMGM’s expansion. In Michigan, the company introduced exclusive slot titles through a distribution deal with Push Gaming, which is making its U.S. debut with BetMGM. The arrangement brings popular games like Big Bamboo alongside BetMGM-only titles such as MGM Grand Gramble and Bellagio Diamonds in a state where igaming receipts have been rising. More on the Push Gaming launch with BetMGM in Michigan.
BetMGM also continues to prepare for new sportsbook openings. It recently reached an agreement with Century Casinos to operate its Missouri sportsbook when wagering launches in the state on Dec. 1. The combination of team tie-ins, women’s sports visibility and state-by-state openings creates multiple on-ramps for acquisition and retention that can be reinforced by branded in-app content.
The stakes for team partnerships
For teams, the appeal is consistent revenue, marketing heft and tech features that keep fans engaged. For BetMGM, top-tier local partners deliver built-in audiences, broadcast inventory and valuable first-party signals. The Steelers agreement encapsulates this trade. It adds co-branded media across radio and studio shows, in-stadium takeovers tied to field goals and extra points, and an annual sweepstakes designed to drive weekly opt-ins over a full season.
What connects these moves is a push to make betting feel like a native layer on sports consumption, not an add-on. Responsible gaming messaging scaled at the same pace, as seen in the expanded research and support initiative with MGM Resorts. Personalization tools from partners like Flows and Golden Whale give operators the ability to deliver timely offers. Interactive streaming with Monumental Sports Network shows how odds and prompts can live alongside live broadcasts. Women’s sports with the Aces and the WNBA, and exclusive casino titles via Push Gaming in Michigan, broaden reach and deepen content.
The Steelers extension fits squarely within that framework. As operators compete for share in mature states and new openings, the edge will come from how seamlessly they fuse team loyalty, streaming interactivity, exclusive content and safety tools into one experience fans choose week after week.
