Titled “It’s On,” BetMGM’s new campaign features a famous cast of actors and athletes who are all ambassadors for the sportsbook.
The marketing campaign will be delivered as an episodic series and will hit national television on 8 September during the Thursday Night Football NFL slot.
The first episode features Jamie Foxx roaming a suite in the Bellagio, seeking sports betting tips from Kevin Garnett, Wayne Gretzky, Jalen Rose, Barry Sanders and Vanessa Hudgens.
“It’s On” was created by the 72andSunny New York production company and was directed by Peter Berg, an executive producer of TV shows Entourage and Ballers.
BetMGM VP of Brand Raymond Doyle said: "Entertainment is at the core of BetMGM, and we want this campaign to keep viewers on the edge of their seats in a way that's unexpected from the sports betting and gaming industry."
Further “It’s On” advertisements will be released in the coming months, featuring Barry Sanders on a Malibu estate playing pickleball; basketball star Jalen Rose with his barber; and NHL player Wayne Gretzky during an on-ice practice session.
Hughes added: "We wanted to show what makes sports betting so entertaining, and we looked to prestige ensemble TV for inspiration. 'It’s On' is about tapping into your competitive side and being part of the sports betting culture. It's something you can talk about with friends and engage with in a more meaningful way."
New spots will be made available on social media and television throughout the year as new “It’s On” advertisements get released.
