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Dec
2023
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BetMGM Hires Highdive as New Agency, Will Run Super Bowl Ad

If you’re looking to have success in the Super Bowl advertising showdown, you should probably go knock on the doors over at Chicago-based agency Highdive. And sports gambling corp BetMGM did just that. BetMGM will be making its Big Game debut in 2024, and it will be hiring Highdive as its new creative agency of record.

Highdive has an impressive record in the Big Game, posting multiple ratings wins on the all-important USA Today Ad Meter. The agency’s laurels include a victory with its Rocket Mortgage ad, starring Anna Kendrick and featuring the Barbie Dream House. Click here for SCREEN’s coverage of the win.

The news marks the first national in-game Super Bowl ad buy for BetMGM, which is also the first sports betting app to confirm plans to advertise in the February 11 game, according to Ad Age. The game will be played in Las Vegas, the gambling capital of the U.S.

Highdive’s first work for BetMGM will debut in January, in sync with the NFL playoffs, according to the agency.

“As gambling becomes legal in more and more states, demand for online betting is exploding,” Megan Lally, CEO of Highdive said in a statement. “BetMGM is leading the charge when it comes to offering unmatched experiences for its customers. We are honored to partner with them to bring the thrill of betting to life through our campaigns.”

As for what led BetMGM to team up with Highdive: “We were looking for an agency partner that would stand shoulder to shoulder with us and drive our business forward,” Ray Doyle, VP of brand marketing at BetMGM, said in a statement. “From the beginning, it was clear that Highdive had the strategic and creative power we need to attract new consumers, deepen the connection with existing ones and direct the sports betting and iGaming conversation to BetMGM. With Super Bowl 2024 happening in Vegas, we knew this was our year to show up and we know Highdive has what it takes to make our brand stand out on advertising’s biggest stage.”

This new business continues a winning streak for Chicago-based Highdive, which recently was added to State Farm’s roster. The agency is behind a new campaign for the insurer starring Jimmy Fallon…

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