BetMGM Sportsbook has an alliance with former Boston Celtics great Kevin Garnett, and the NBA champion appeared in numerous BetMGM advertisements in Massachusetts leading up to the state’s sports betting launch back in March.
Online sports betting inside Massachusetts has been live for a few months, and the NBA Finals are now ramping up. It’s a prime time for a new Garnett campaign, but there has been no word on a new advertising campaign yet.
Let’s take a closer look at why that could be.
BetMGM’ ings advertising shortage during the Ultimes
With the prestige that Garnett’s name carries in the NBA, you would expect to see him on screen during the Finals. However, the Big Ticket hasn’t made an appearance in any recent advertisements for BetMGM Massachusetts. That’s a little confusing considering his quality of on-screen performances, but the sportsbook may have a good reason.
One possible reason could be the expected viewership for the series. Although Game 1 of the series performed better than expected, it was the least-watched Finals opener since 2006, excluding 2020 and 2021 due to COVID.
Additionally, with the Boston Celtics being eliminated in the Eastern Conference Finals, the concern of a lack of betting interest in Massachusetts could also be a reason why the sportsbook pulled back on the Finals.
In an interview with the San Diego Union-Tribune, BetMGM Massachusetts trading manager Orlando Cipollini mentioned that a Celtics-Lakers matchup would have generated more betting action. “Everyone bets the Lakers-Celtics,” Cipollini said.
That is understandable, considering the large and passionate fan bases of these two historic franchises.
Considering that ABC charges around $1.2 million for a 30-second commercial, it is plausible that the price tag may have been too high if Massachusetts was the intended audience.
Activities calendar becomes barren following NBA Ultimes
For BetMGM, despite maintaining a steady sports handle of over $30 million, their revenue remains below $5 million per month.
However, that doesn’t mean things can’t change. If the series goes to Game 6 or 7, BetMGM may still place an advertisement. Reports suggest that most advertising space for Games 1-5 is already filled, so the chances of seeing one before then seem slim.
After the Finals conclude, the summer months don’t bring any major sporting events. If another advertisement isn’t inserted during the Finals, the sportsbook is likely to wait until basketball season or the NBA regular season next year when it will be more cost-effective. Americans bet more on football than any other sport, so there’s a good chance fans won’t have to wait for the NBA to return before seeing Garnett again.
In the meantime, BetMGM sponsors Garnett’s show on Showtime called Certified. On the program, Garnett has a sports betting segment, and there are already several previously recorded commercials in rotation, airing in less expensive time slots.
Garnett’ ings BetMGM ambassadorship
Garnett was obviously a critical part of BetMGM’s pre-launch efforts, including their March Madness and NBA playoffs activities.
For the customers of Massachusetts sports lovers, Garnett was a clear target that BetMGM swiftly identified. Not only was he a local icon, but Garnett also had a stake in the gaming industry. He founded the Gaming Society, a media company dedicated to making betting more accessible and inclusive.
Another important benefit is that Garnett had acting experience and could seamlessly be plugged into various commercials for the sportsbook. He starred as himself in the 2019 film Uncut Gems. The film featured Adam Sandler, LaKeith Stanfield, and Julia Fox, and it revolved around a sports bettor. It was met with critical acclaim and showcased Garnett’s capabilities in front of the camera.
Being a Hall of Famer, his sports expertise was naturally evident. With a quality onscreen role under his belt, his acting chops were solidified, making it only a matter of time before he received a call from one of the major sportsbooks.
“I’m thrilled to be working with BetMGM to share my insights with my fans. It’s a natural fit for both myself and BetMGM, given our shared desire to stay on top of the evolving sports industry landscape,” Garnett said in the announcement of the partnership.
BetMGM’ ings share inside the MA industry
BetMGM Massachusetts has the third-highest percentage of the Massachusetts market so far. In March, the sportsbook generated $45 million in bets. In May, residents wagered $42 million with the sportsbook.
That’s nowhere near what DraftKings and FanDuel are generating, but it does indicate room for growth.
The company is hoping that Garnett’s BetMGM partnership will increase their stake in the industry. The 2020 Naismith Memorial Basketball Hall of Fame inductee and 2008 NBA championship winner is a fan favorite among locals, and BetMGM aims to convert some of that love and aspiration from residents into additional bets on their platform.
Donald Fletcher is a Staff Writer for PlayMA. He has a bachelor’s degree in journalism from Stephen F. Austin State University and is currently working full-time in a senior corporate communications position for a top 20 accounting firm. He has nearly 10 years of experience covering high school sports and local news for multiple small daily newspapers, as well as professional and college sports in the Houston area for a startup sports reporting organization. He is a big fan of the Houston Astros, Houston Rockets, and unfortunately, according to him, the Houston Texans. He enjoys combining his love for sports and writing to provide quality sports betting content.
