As the sports betting industry grows in the United States, operators are looking for more ways to expand and stand out from competitors. For MaximBet, that means signing an active Major League Baseball (MLB) player.
The brand announced a new partnership deal with Colorado Rockers outfielder Charlie Blackmon this week. The operator signed an agreement with the All-Star to see Blackmon act as a brand ambassador for MaximBet.
Details of the MaximBet Partnership
The deal is the first of its kind for the sports betting industry. Blackmon will act as an ambassador to the sportsbook, taking part in marketing campaigns and social media and promotions. MaximBet plans to create fan events with the baseball player to build engagement with sports bettors of the brand.
MLB policy allows Blackmon to sign such a deal, but he cannot promote baseball betting specifically. He will only be allowed to endorse the sportsbook. Blackmon is the first active player to seize an opportunity to work with a sports betting company after the MLB launched the collective bargaining agreement.
Players and coaches could not sign partnership deals or marketing agreements in the past. The CBA was enacted during the offseason, allowing such individuals to participate in deals with sports betting companies.
In speaking on his new collaboration with MaximBet, Blackmon stated: “As I learned more about MaximBet, I knew this absolutely was the right brand for me. MaximBet has really attached itself to the local Colorado community, and I cannot wait to have some fun with MaximBet, and surprising fans with incredible ‘money can’t buy’ experiences all season.”
MaximBet is the sports betting brand of Maxim, a popular lifestyle brand. The brand is only live in Colorado right now, so it makes sense that it would team up with Blackmon. The company has plans to expand into other states like Indiana and Iowa in the future.
Other Sports Betting Partnerships
Once sports betting started legally in the US, companies began to seek out partnerships with big names, leaning towards celebrities. With memorable faces behind the brands, players are more likely to sign up and create accounts, which is the goal of an operator.
Take WynnBet, for example. The brand teamed up with Shaquille O’Neal via an endorsement deal. Based on NBA rules, Shaq had to sell his stake in the Sacramento Kings to do so. The former NBA player then trademarked SHAQPOT, and it now becomes a free-to-play game offered via WynnBet online sports betting app.
BetMGM signed hockey legend Wayne Gretzy to act as a spokesperson for the brand as it looked to expand services in Canada. A former NFL player, Jerry Rice, teamed up with DraftKings to create fun commercials representing the brand in the 2022 Super Bowl.
Even the Manning family got in on the action. Archie, Peyton, Eli, and even Cooper joined with Caesars to become brand ambassadors. The family has been seen in commercials on television as well as online.
As sports betting grows across the United States, such partnerships should only expand to new heights. Blackmon is the first active player to sign a deal, but he won’t be the last. We expect many more active players to seek endorsement or sponsorship deals to take advantage of the new career opportunity. The sky is the limit with options for online and in-person marketing.
It will be interesting to see which sports stars will rise next as brand ambassadors and who they will work with. Pretty soon, we should see deals popping up left and right as players try to be the first to team up with major online and land-based sports betting brands.