BetMGM has reached an agreement with the Professional Darts Corporation (PDC) to become the new title sponsor of Premier League Darts for 2024. This deal comes following the success of the 2024 World Darts Championship, which became the most-watched non-football event in Sky Sports’ history.

With a total of £1m (€1.2m/$1.3m) in prize money at stake, eight players will compete across 17 nights in venues across the United Kingdom and Ireland. Rotterdam, Berlin, and Dublin will also host events before the play-offs in London in May.

PDC chief executive Matt Porter expressed his excitement about welcoming BetMGM as the new title sponsor, stating that the Premier League Darts will reach a huge live audience and a massive global television audience across four months. Sam Behar, UK director of BetMGM, also expressed the company’s excitement to partner with such an entertaining event as the Premier League Darts.

This move into darts is the latest example of BetMGM’s expansion into the UK market. In 2023, BetMGM launched into the UK as part of an international expansion strategy, making its move in partnership with LeoVegas, rather than troubled giant Entain. This has positioned BetMGM to compete against Entain’s UK brands, including Ladbrokes and Coral.

BetMGM’s UK launch was also fueled by a deal with English Premier League club Newcastle United, as well as a marketing partnership with Hollywood star Chris Rock.

As part of its broader expansion strategy, BetMGM has placed a particular focus on sports, with darts being the latest target. The operator recently extended its agreement with the NHL to continue as its official sports betting partner.

BetMGM has also emphasized its presence in Las Vegas, with Chief Executive Adam Greenblatt claiming that the company will “unlock” Las Vegas in 2024. This was evidenced by the successful Formula One Grand Prix in the city, which attracted 300,000 fans in November 2023.

The Super Bowl and the MLB’s Oakland Athletics are also significant events coming to Las Vegas, highlighting the city as a focal point for BetMGM’s growing influence in the sports betting market.

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