Known as the King of Sportsbooks, BetMGM’s $50 million Super Bowl commercial has made headlines all around for its brilliant marketing. The advertisement features NFL legend Tom Brady, hockey legend Wayne Gretzky, and actor Vince Vaughn. The commercial has been in the works by the team for over two years, which led to the three-week shoot.

As their inaugural Super Bowl commercial, intricate planning and efforts have been curtailed behind the making of this commercial. Only a fraction of the budget went into paying CBS and Brady, and most of it was allocated for its promotion spanning from the Vegas strip.

BetMGM’s latest SuperBowl commercial boycotts Tom Brady

“BetMGM is for everyone; Everyone, but Tom Brady,” the commercial opens with these lines from Vince Vaughn. In the ad, Brady channeled the alter ego of “Tim Birdie”, and dressed up as a pool-playing, cowboy-hat-wearing stud of a man. It’s a satirical approach to Tom Brady’s highly illustrious career.

The commercial underlines how Brady is an overachiever to bet and win more through BetMGM. The Chief Revenue Officer at the company, Matt Prevost, has emphasized the significance of this opportunity as he highlights the backdrop of Las Vegas to catch the audience’s attention and highlight it as the brand’s home.

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Toward the end of the video, it has an old lady who poses as Brady’s babysitter, and when Brady asks Vince about why she’s there, Vince says, “Again with the questions please just enjoy the view download BetMGM except you Tom. You’ve won enough.”

BetMGM aims to become a dominant force in online sports betting and gaming entertainment. According to their official website, the idea behind this commercial has been in the works for over two years. They had already booked their place to air the commercial during this year’s Super Bowl and planned to leverage star power to advance their brand’s presence.

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This is money well spent, especially since BetMGM’s 2023 revenue went up 36% from the previous year to a cool $1.96 billion. The advertisement this year has been crafted by the award-winning agency Highdive. It showcases light-hearted banter amongst the cast at Brady’s expense, from injecting humor by introducing his babysitter to a colorful character in Brady’s attire. This playful narrative has easily caught the attention of fans.

BetMGM’s expenses in making the Super Bowl commercial

The creative team at the betting company has embraced the opportunity to poke fun at Brady’s ‘GOAT‘ status. The commercial consisted of a clever twist with Gretzky’s cameo. This also adds an element of surprise and humor to the commercial.

As BetMGM continues to roll out more teasers and promotions. They are spending $8 million to air the 30-second commercial during the game on CBS, Univision, and Canada. They also shelled out an additional $11 million to produce and enlist the venture along with the castings. From digital billboards to TV ads, local radio spots, and even outdoor ads, they have spent another $6 million.

As Brady kicks it off, some additional $25 million will also be spent on digital advertising of the commercial across social media platforms. “With digital, we can be a bit more scientific with getting the right message to the core customers that we’re looking into,” said Roy Doyle, the vice president of brand and acquisition at BetMGM.

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