Newcastle United has renewed its commercial relationship with BetMGM through a new multi-year agreement that will keep the betting brand as the Premier League club’s official partner in the UK and Europe.
The deal was agreed with LeoVegas Group, which operates BetMGM in the UK, and extends a partnership first established after the betting brand entered the British market in 2023. Newcastle’s original agreement with BetMGM was announced in September that year.
Under the renewed arrangement, BetMGM will receive extensive exposure at St James’ Park throughout the 2026/27 season. Its branding will appear on LED perimeter advertising during home fixtures, static boards around the stadium and interview media backdrops.
The partnership will also continue to focus heavily on supporter promotions and matchday experiences rather than conventional shirt-front sponsorship.
BetMGM plans to run ticket competitions, VIP hospitality offers and interactive fan events during the agreement. Previous campaigns have included Flight of the Mags, which brought selected supporters together with Newcastle first-team players, club legends and professional darts players. Official competition rules show that one edition included a darts event at Newcastle’s training ground followed by access to a BetMGM Premier League Darts media event.
Another established activation, the BetMGM Half-Time Challenge, will also return during the new season. Supporters taking part at St James’ Park will have the opportunity to compete for a trip to Las Vegas, with the promotion scheduled to feature again during Newcastle home matches.
The renewal forms part of BetMGM’s wider effort to strengthen its position in European sports betting. LeoVegas Group said the agreement will give the brand greater visibility among football audiences across the continent as it continues expanding its European footprint.
Newcastle Chief Revenue Officer Dave O’Connor said the previous campaigns had proved popular with supporters and helped the club create memorable marketing moments. The club views the extension as another step in building a broader international portfolio of commercial partners.
The agreement also arrives at the beginning of a new era for gambling sponsorship in the Premier League. Clubs collectively agreed in 2023 to remove betting companies from the front of matchday shirts from the end of the 2025/26 season, meaning the restriction is now in force for the 2026/27 campaign. Gambling companies can still maintain other forms of club sponsorship subject to football’s gambling-related advertising rules.
BetMGM’s renewed deal therefore relies on stadium visibility, digital marketing and supporter activations rather than a front-of-shirt position.
Newcastle continues to maintain other betting relationships in specific territories, including 8XBet as its official betting partner in Asia, according to the club’s current commercial partner list.
For BetMGM, the Newcastle extension adds to a growing British sports presence while keeping the brand attached to one of the Premier League’s most commercially ambitious clubs for several more seasons.