BetMGM has initiated a “brand refresh,” featuring new advertisements with actor Jon Hamm. The leading sports betting and iGaming provider has collaborated with the independent advertising agency Highdive to enhance its initiatives aimed at showcasing BetMGM’s entertainment offerings.
The updated “Make it Legendary” campaign is supported by various multi-channel advertisements that introduce BetMGM’s latest brand ambassador, Jon Hamm, who is both an EMMY Award and Golden Globe Award-winning actor.
This campaign signifies a shift from the energetic commercials featuring Jamie Foxx that have characterized BetMGM’s branding efforts in recent years. While the previous advertisements were centered around odds and promotions, this new approach aims to elevate betting as a high-end entertainment option, as stated by company representatives.
“This is not merely a campaign — it’s a redefinition of what BetMGM symbolizes. We are leading the charge in entertainment and gaming, infused with the vibrant spirit of Las Vegas,” remarked Casey Hurbis, Chief Marketing Officer of BetMGM.
“Our new positioning celebrates the excitement, drama, and narrative potential in every game, spin, and reward. With Jon Hamm’s charisma and widespread appeal, he is an ideal representative of our brand’s refined essence.”
Highdive partnered with BetMGM’s creative team to inform the repositioning through customer insights. The first of six new advertisements is set to debut on Saturday, August 30, during college football broadcasts, followed by more ads across television, social media, digital platforms, and BetMGM properties nationwide.
Directed by Noam Murro, a two-time Directors Guild of America Director of the Year, the advertisements utilize Hamm’s “charisma and storytelling prowess to create an elevated experience with each interaction,” according to a press release.
Hamm shared: “BetMGM embodies sophistication, and the ‘Make it Legendary’ campaign encapsulates that spirit. It’s clever, cinematic, and illustrates that wagering with BetMGM is an unparalleled experience.”
Mark Gross, co-founder and co-chief creative officer at Highdive, highlighted the strategic depth of the repositioning: “We didn’t just create advertisements — we developed a creative platform that offers BetMGM a sustainable advantage. This initiative focuses on storytelling and building authentic connections with today’s players.