{"id":61512,"date":"2025-08-26T17:04:19","date_gmt":"2025-08-26T21:04:19","guid":{"rendered":"https:\/\/casino.betmgm.com\/en\/blog\/?post_type=article&p=61512"},"modified":"2025-08-26T17:04:21","modified_gmt":"2025-08-26T21:04:21","slug":"betmgm-unveils-first-major-corporate-brand-repositioning-with-make-it-legendary-campaign","status":"publish","type":"article","link":"https:\/\/casino.betmgm.com\/en\/blog\/press\/betmgm-unveils-first-major-corporate-brand-repositioning-with-make-it-legendary-campaign\/","title":{"rendered":"BetMGM Unveils First Major Corporate Brand Repositioning with \u201cMake it Legendary\u201d Campaign"},"content":{"rendered":"
\"\"<\/a><\/div>","protected":false},"author":4,"featured_media":61516,"comment_status":"closed","ping_status":"closed","template":"","categories":[1],"tags":[],"topic":[547],"class_list":["post-61512","article","type-article","status-publish","has-post-thumbnail","hentry","category-press","topic-press"],"acf":{"article_highlights":null,"article_builder":[{"acf_fc_layout":"paragraph","title_only":true,"content":"

Sophisticated brand refresh launches with new spots starring award-winning actor Jon Hamm <\/em><\/p>\r\n

\u00a0<\/em>Click here<\/em><\/a> to download and view campaign photos (credit: BetMGM)<\/em><\/p>\r\n\u00a0<\/em>Jersey City, NJ (Aug. 26, 2025) <\/strong>\u2013 BetMGM, a leading sports betting and iGaming operator, today unveiled the next evolution of its brand in collaboration with leading independent ad agency Highdive. The refreshed brand identity highlights BetMGM\u2019s dynamic entertainment ecosystem \u2014 one that unlocks a world of possibilities, elevated experiences and exceptional hospitality. Bringing the brand to life, the new \u201cMake it Legendary<\/em>\u201d campaign is anchored by a series of multi-channel spots featuring BetMGM\u2019s newest brand ambassador: EMMY\u00ae Award and Golden Globe Award-winning actor Jon Hamm."},{"acf_fc_layout":"quote","author":"Casey Hurbis","company":"Chief Marketing Officer, BetMGM","quote":"\u201cThis isn\u2019t just a campaign \u2014 it\u2019s a reimagining of what BetMGM stands for. We\u2019re at the forefront of entertainment and gaming, with the spirit of Las Vegas woven into our DNA. Our new positioning celebrates the thrill, spectacle and storytelling potential in every spin, play and reward. With Jon Hamm\u2019s talent and universal appeal, he\u2019s a natural fit to represent the refined essence of our brand.\u201d"},{"acf_fc_layout":"paragraph","title_only":true,"content":"

Click here<\/em><\/a> to view the \u201cLegendary Photos\u201d spot<\/em><\/p>\r\nHighdive worked hand-in-hand with BetMGM\u2019s creative team on the transformation, informed by extensive customer research. The first of six new spots is scheduled to premiere Saturday, Aug. 30 during college football games, with additional spots rolling out across TV, social, digital, out-of-home and BetMGM properties nationwide. Directed by two-time Directors Guild of America Director of the Year Noam Murro, the spots leverage Hamm\u2019s charisma and storytelling charm to make every interaction feel like an elevated experience.\r\n\r\nHamm said, \u201cBetMGM is all about style, and the \u2018Make it Legendary\u2019 campaign captures that energy. It\u2019s witty, cinematic, and shows that betting with BetMGM is an unmatched experience.\u201d\r\n\r\nMark Gross, co-founder and co-chief creative officer at Highdive, emphasized the strategic depth of the repositioning and said, \u201cWe didn\u2019t just create ads \u2014 we built a creative platform that gives BetMGM a long-term advantage. This is about storytelling, connection and creating a brand that truly speaks to today\u2019s players, not at them.\u201d\r\n\r\nAs BetMGM continues to expand into new markets and introduce new features, responsible gaming remains a key focus. Additionally, BetMGM is proud to provide resources to help customers play responsibly including GameSense, an industry leading program, developed and licensed to MGM Resorts by the British Columbia Lottery Corporation. Through the integration within BetMGM's mobile and desktop platforms, customers can receive the same GameSense experience they have grown to rely on at MGM Resorts properties nationwide. This complements BetMGM's already existing responsible gambling tools which serve to provide customers with an entertaining and safe digital experience.\r\n\r\nFor more information on BetMGM, follow @BetMGM<\/a> on X or visit https:\/\/www.betmgminc.com<\/a>. For more information on Highdive, visit https:\/\/highdiveus.com<\/a>.\r\n\r\nGambling problem? Call 1-800-GAMBLER (Available in the US), 877-8-HOPENY or text HOPENY (467369) (NY)1-800-327-5050 (MA), 1-800-NEXT-STEP (AZ), 1-800-BETS-OFF (IA), 1-800-981-0023 (PR) 21+ only. Please Gamble Responsibly. See BetMGM.com for Terms. Subject to eligibility requirements. In partnership with Kansas Crossing Casino and Hotel.\r\n\r\nAbout BetMGM<\/strong>\r\nBetMGM is a market-leading sports betting and gaming entertainment company, pioneering the online gaming industry. Born out of a partnership between MGM Resorts International (NYSE: MGM<\/a>) and Entain Plc (LSE: ENT), BetMGM has exclusive access to all of MGM's U.S. land-based and online sports betting, major tournament poker, and online gaming businesses. Utilizing Entain's U.S.-licensed, state-of-the-art technology, BetMGM offers sports betting and online gaming via market-leading brands including BetMGM, Borgata Casino, Party Casino and Party Poker. Founded in 2018, BetMGM is headquartered in New Jersey. For more information, visit https:\/\/www.betmgminc.com<\/a>.\r\n\r\nAbout Highdive <\/strong>\r\nFounded in 2016, Highdive (highdiveus.com) is a full-service, independent creative agency headquartered in Chicago. It was founded and is led by big agency veterans who set out to create a new agency model with a simple promise: to create the healthiest client agency relationships in the industry. The result is work so powerful it can't be ignored and has attracted an industry-leading client roster including Jeep, State Farm, KFC, Airheads, BetMGM, Culligan, Jersey Mike\u2019s, and Lay\u2019s. On a rapid growth trajectory, Highdive landed the number two spot on Ad Age\u2019s 2024 Agency A-List, earned the agency\u2019s 4th #1 USA Today Super Bowl Ad Meter finish in five years with State Farm's \"Like a Good Neighbaaa\" commercial starring Arnold Schwarzenegger and was recognized as the 14th fastest growing company in all of Chicago.\r\n\r\nForward-Looking Statements<\/strong>\r\nStatements in this release that are not historical facts are forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995, as amended, which involve substantial risks and\/or uncertainties, including those described in MGM Resorts International\u2019s public filings with the Securities and Exchange Commission. Forward-looking statements can be identified by the use of forward-looking terminology such as \u201cbelieves,\u201d \u201cexpects,\u201d \u201ccould,\u201d \u201cmay,\u201d \u201cwill,\u201d \u201cshould,\u201d \u201cseeks,\u201d \u201clikely,\u201d \u201cintends,\u201d \u201cplans,\u201d \u201cpro forma,\u201d \u201cprojects,\u201d \u201cestimates\u201d or \u201canticipates\u201d or the negative of these words and phrases or similar words or phrases that are predictions of or indicate future events or trends and that do not relate solely to historical matters. BetMGM has based forward-looking statements on management\u2019s current expectations, assumptions and projections about future events and trends. Examples of these statements include, but are not limited to, BetMGM\u2019s expectations regarding its collaboration with Highdive and launch of the \u201cMake it Legendary\u201d campaign. These forward-looking statements are not guarantees of future performance, conditions or results, and involve a number of known and unknown risks, uncertainties, assumptions and other important factors, that could cause actual results or outcomes to differ materially from those discussed in the forward-looking statements. Included among the important factors that could cause actual results or events to differ materially from those indicated in such forward-looking statements are: risks related to the effects of economic conditions and market conditions in the markets in which BetMGM operates, the significant competition within the gaming and entertainment industry; risks that the collaboration or marketing campaign described herein does not occur or does not occur in the manner described herein; BetMGM\u2019s ability to execute on its business plan; changes in applicable laws or regulations, particularly with respect to iGaming and online sports betting; BetMGM\u2019s ability to manage growth and access the capital needed to support its growth plans; BetMGM\u2019s ability to obtain the required licenses, permits and other approvals necessary to grow in existing and new jurisdictions, and additional risks and uncertainties described in MGM Resorts International\u2019s Form 10-K, Form 10-Q and Form 8-K reports (including all amendments to those reports). In providing forward-looking statements, neither MGM Resorts International nor BetMGM is undertaking any duty or obligation to update these statements publicly as a result of new information, future events or otherwise, except as required by law. If MGM Resorts International or BetMGM updates one or more forward-looking statements, no inference should be drawn that it will make additional updates with respect to those other forward-looking statements.\r\n\r\nMEDIA CONTACTS<\/u><\/strong>:<\/strong>\r\nBetMGM\r\n<\/strong>Jennifer Arapoff\r\npress@betmgm.com<\/a>\r\n\r\nRobert Flicker\r\nBetMGM@kirvindoak.com<\/a>"},{"acf_fc_layout":"quote","author":"","company":"","quote":""}],"display_as_video":false,"video_duration":"","video_embed":null,"promote_to_homepage":""},"yoast_head":"\nBetMGM Unveils First Major Corporate Brand Repositioning with \u201cMake it Legendary\u201d Campaign<\/title>\n<meta name=\"description\" content=\"BetMGM, a leading sports betting and iGaming operator, today unveiled the next evolution of its brand in collaboration with leading independent ad agency Highdive.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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