Newcastle United and LeoVegas Group have signed a new multi-year agreement that keeps BetMGM as the club’s official UK and European betting partner. The renewed deal covers the 2026/27 Premier League season and extends a relationship that began in 2023. Neither side disclosed the length or financial value of the contract.
BetMGM will continue to receive advertising inventory at St. James’ Park, including LED boards, static signage, and branding on interview backdrops. The agreement also covers ticket giveaways, VIP matchday hospitality, and supporter activations, with the BetMGM Half-Time Challenge returning at home fixtures and offering selected fans the chance to win a trip to Las Vegas.
Newcastle first signed BetMGM in September 2023 shortly after the betting and online casino brand entered the UK market. The original multi-year agreement made BetMGM an official club partner and gave it advertising space throughout St. James’ Park. Newcastle expanded the relationship in June 2024, when BetMGM became an official betting partner and gained additional access to players, content, and supporter experiences.
BetMGM has since used Newcastle for promotions including Flight of the Mags, which put supporters against first-team players, club legends, and professional darts players. The operator’s UK head office is also based in Newcastle upon Tyne, giving the partnership a local connection beyond matchday advertising.
LeoVegas Gaming operates BetMGM in the UK under its Gambling Commission licence and is wholly owned by MGM Resorts International. The British operation is separate from the BetMGM business in the US and Canada, which is run through the joint venture between MGM Resorts and Entain. MGM launched the UK version in August 2023 using LeoVegas technology as part of its push to expand the BetMGM brand outside North America.
Premier League clubs stopped carrying gambling companies on the front of matchday shirts from the start of the 2026/27 season under an agreement announced in 2023. Betting companies can still sponsor clubs in other categories, including official betting partnerships and stadium advertising, subject to the league’s gambling sponsorship code. BetMGM has never been Newcastle’s front-of-shirt sponsor, so the new restriction does not prevent the branding included in the renewed agreement.
Newcastle also continues to list 8XBet as its official betting partner in Asia, leaving the club with separate gambling partners for different regions. BetMGM covers the UK and Europe under the latest agreement, while 8XBet retains the Asian designation on Newcastle’s current partner roster.
Premier League gambling partnerships are also subject to a code introduced for the 2024/25 season covering protection of minors and vulnerable people, social responsibility, reinvestment, and sporting integrity. Clubs are still free to sign gambling sponsors outside the prohibited front-of-shirt position as long as their agreements comply with those requirements.
BetMGM will remain visible throughout Newcastle’s home matches during the 2026/27 season while continuing the supporter promotions developed over the first three years of the partnership. The latest contract is the second expansion of the relationship since the initial 2023 deal, following the move to official betting partner status in 2024.