BetMGM has announced a multi-year extension of its partnership with the Pittsburgh Steelers, securing its role as the team’s Official Sports Betting, Online Casino and Gaming Partner through the 2029 NFL season. The renewal reinforces BetMGM’s position in the competitive Pennsylvania market while continuing to deliver fan-first experiences for one of the league’s most passionate fanbases.
Expanding Fan Engagement Across Platforms
The extended partnership builds on BetMGM’s successful activations with the Steelers, including the popular Decade of Black & Gold Sweepstakes, which enters its sixth year in 2026. The contest gives fans in Pennsylvania and neighboring states a chance to win 10 years of lower bowl season tickets and access to exclusive hospitality at Heinz Field. Fans can opt in weekly through the BetMGM app, earning additional entries by placing $25 or more in cumulative football wagers.
Beyond promotions, the agreement includes new branded content and product integration. BetMGM has introduced Steel City Slingo, a Steelers-themed casino title exclusive to BetMGM Casino, while a new in-stadium promotion rewards fans with casino bonuses when the Steelers score three or more touchdowns in a game.
Strengthening Brand Presence in Pennsylvania
Pennsylvania remains one of the largest and most competitive iGaming markets in the United States. By extending its partnership with the state’s most recognizable sports franchise, BetMGM deepens its connection with local audiences and solidifies its brand identity within the Keystone State.
BetMGM Chief Marketing Officer Casey Hurbis said: “This partnership extension allows BetMGM to continue delivering experiences that reflect the energy and passion of Steelers Nation. From game day activations to exclusive Steelers-branded casino games and the amazing opportunity to win 10 years of season tickets, we’re focused on creating memorable moments for fans.”
Pittsburgh Steelers Senior Vice President of Business Operations Ryan Huzjak added:
“We are very excited to build upon the success of our partnership with BetMGM. Fans will notice new in-game elements and opportunities in addition to the existing Steelers-branded casino games and the fan-favorite Decade of Black & Gold promotion.”
Local Integration and Market Impact
The partnership extends beyond branding to include co-branded social content, broadcast integrations, VIP fan experiences, and BetMGM takeovers throughout the season. These touchpoints create a seamless link between the team’s identity and the BetMGM ecosystem, a strategy designed to convert regional fandom into digital engagement.
The renewed deal also helps BetMGM compete with market leaders FanDuel and DraftKings, both of which dominate Pennsylvania’s sports betting share. By prioritizing localized storytelling, team alignment, and experiential marketing, BetMGM aims to grow its user base organically and strengthen long-term loyalty among fans.
In the company’s most recent Q3 results, net gaming revenue rose 23% to $667 million, with full-year guidance projected at $2.75 billion — signaling solid performance ahead of an NFL season that promises further growth.
Sources: Gambling Insider, Deadspin
