BetMGM just locked in its spot as the Pittsburgh Steelers’ official sports betting and online casino partner through 2029. The deal covers fans in Pennsylvania and West Virginia, where the operator holds licenses. This marks a significant extension for BetMGM, which now gets five more years with one of the NFL’s most passionate fanbases.
The Steelers operate in two key markets for BetMGM’s growth strategy. Pennsylvania ranks among the top US states for sports betting revenue. West Virginia provides additional market access for the operator’s expanded offerings.
Why This Extension Matters for Market Position
NFL partnerships give operators massive brand visibility during football season. The Steelers consistently draw high viewership and maintain one of the league’s largest fanbases. That translates to serious marketing reach for BetMGM across its target markets.
The operator’s Chief Marketing Officer Casey Hurbis emphasised creating “memorable moments for fans.” But the real value lies in exclusive access. BetMGM gets integration across all Steelers radio broadcasts, preseason TV games, and The Mike Tomlin Show. That’s premium advertising inventory competitors can’t buy.
The partnership also addresses regulatory expectations. Responsible gaming messaging appears on videoboards before every home game. BetMGM’s GameSense program – developed by British Columbia Lottery Corporation – gets integrated throughout fan touchpoints. These initiatives help maintain good standing with Pennsylvania and West Virginia regulators.
What the Deal Includes
The Decade of Black & Gold Sweepstakes continues as the centrepiece promotion. One winner gets 10 years of lower bowl season tickets plus hospitality passes for all home games. Fans enter through the BetMGM app by opting in weekly until January 4, 2026.
BetMGM launched Steel City Slingo, a Steelers-branded casino game available to players in both states. The operator also introduced an in-stadium promotion. Eligible players receive casino bonuses when Pittsburgh scores three or more touchdowns in a game.
Ryan Huzjak, the Steelers’ SVP of Business Operations, mentioned “new in-game elements” coming to Acrisure Stadium. The deal includes VIP events and co-branded content. Media integrations expand across Steelers Nation Radio, Gameday Radio broadcasts, and the weekly Kickoff Show.
How This Changes Fan Engagement
The extended timeline gives BetMGM stability to develop deeper fan connections. Five years allows for more sophisticated loyalty programs and data collection on betting patterns.
Other operators face tougher competition for NFL partnerships as teams lock in long-term deals. BetMGM’s early move with Pittsburgh could pressure rivals to secure their own multi-year agreements before teams commit elsewhere.
The operator recently promoted Jarrod Schwarz to its first COO role. He’ll oversee product, customer operations, technology and trading – all critical areas for executing this expanded partnership effectively.
