Derek Jeter Joins BetMGM as Brand Ambassador in Multi-Year Deal

BetMGM, a leading online sportsbook and casino, has signed a multi-year partnership with MLB Hall of Famer Derek Jeter. The former New York Yankees captain will serve as the company’s newest brand ambassador, reinforcing BetMGM’s strategy of aligning with iconic athletes to boost visibility and trust. The agreement also positions Jeter as a key face of the brand’s responsible gaming initiatives, alongside a slate of exclusive content and appearances designed to engage fans across the United States and Canada.

Jeter to Headline National Marketing Campaigns

The partnership kicks off with Jeter’s role in BetMGM’s new nationwide campaign, “Legendary Plays,” which launches on July 15. He will appear in television commercials, online video spots, and promotional content across digital and social media platforms. Jeter’s reputation as one of baseball’s most consistent and respected athletes lends a level of authenticity to BetMGM’s outreach, particularly among fans who are new to online betting or exploring casino-style entertainment for the first time. His involvement is intended to deepen brand awareness and resonate with a broad demographic of sports viewers and bettors.

First-Ever Baseball-Themed Slot Game in Development

As part of the collaboration, BetMGM Casino is developing an exclusive real-money online slot game featuring Jeter, the first time a professional baseball player has been the focus of a real-money casino title. While an exact release date hasn’t been confirmed, the slot is already in production and will be launched in select regulated markets. This includes New Jersey, Michigan, Pennsylvania, and Ontario, where BetMGM holds iGaming licenses. The addition of a Jeter-branded game reflects BetMGM’s commitment to merging sports culture with entertainment experiences that appeal to both fans and gamblers.

Continued Focus on Athlete Partnerships

Jeter joins a well-established roster of BetMGM ambassadors, which includes hockey icon Wayne Gretzky, football legend Barry Sanders, and former U.S. soccer goalkeeper Tim Howard. These partnerships go beyond endorsements. BetMGM regularly involves its ambassadors in live events, VIP experiences, and digital content campaigns. By associating with respected athletes from multiple sports, the brand aims to create emotional connections with its audience, reinforcing its image as a platform that blends competitive spirit with entertainment.

Responsible Gambling Tools Remain a Key Priority

The partnership with Jeter isn’t just about branding; it also expands BetMGM’s responsible gambling outreach. The operator continues to integrate GameSense, a well-known player protection program licensed from the British Columbia Lottery Corporation, into its platforms. Available across both mobile and desktop, GameSense provides users with tools to manage their spending, set time and deposit limits, and stay informed about healthy gambling habits. Jeter’s presence in these initiatives signals BetMGM’s commitment to promoting safe play while expanding its customer base.

Strategic Expansion in the U.S. and Canada

The timing of the Jeter deal aligns with BetMGM’s ongoing expansion into new markets across North America. With growing competition in both the sportsbook and iGaming sectors, the brand is placing emphasis on unique content, celebrity-driven campaigns, and responsible gaming education to stand out. As the 2025 Major League Baseball season enters its second half, Jeter’s influence brings both sports credibility and mainstream appeal to BetMGM’s digital offerings, further supporting its push into key jurisdictions and broader player engagement.