BetMGM Reveals Brand Refresh with Jon Hamm in “Make it Legendary” Campaign

BetMGM, a top name in sports betting and iGaming, has introduced the next phase of its brand in partnership with acclaimed independent advertising agency Highdive and popular American actor Jon Hamm.

BetMGM Unveils New Marketing Strategy and Brand Refresh

The updated brand identity emphasizes BetMGM’s vibrant entertainment ecosystem, which is designed to offer unmatched experiences, endless opportunities, and premium hospitality. At the center of the rebrand is the new “Make it Legendary” campaign, launched through a series of multi-channel ads featuring BetMGM’s newest brand ambassador: EMMY® and Golden Globe Award-winning actor Jon Hamm.

Highdive collaborated closely with BetMGM’s in-house creative team to shape the brand refresh, guided by in-depth customer research. The first of six new commercials is set to debut on Saturday, August 30, during college football broadcasts, with additional spots rolling out across television, social media, digital platforms, out-of-home placements, and BetMGM locations nationwide. Directed by two-time Directors Guild of America Director of the Year, Noam Murro, the campaign taps into Jon Hamm’s charisma and storytelling flair to make each interaction feel elevated and unforgettable.

Jon Hamm described BetMGM as a brand defined by style, noting that the “Make it Legendary” campaign perfectly captures that energy. He emphasized its wit, cinematic feel, and the way it showcases the unmatched experience of betting with BetMGM.

Casey Hurbis, chief marketing officer at BetMGM, explained that the initiative is more than just a campaign. He said it’s a complete reimagining of the brand’s identity, emphasizing that BetMGM sits at the intersection of entertainment and gaming, with the spirit of Las Vegas deeply embedded in its core. The new brand positioning, Hurbis said, celebrates the excitement, spectacle, and storytelling potential found in every spin, play, and reward. Hurbis also noted that Jon Hamm’s talent and broad appeal make him a natural choice to embody the brand’s elevated and refined essence.

Mark Gross, co-founder and co-chief creative officer at Highdive, highlighted the strategic intent behind the brand’s repositioning. He explained that the team went beyond simply producing ads and that they developed a creative platform designed to give BetMGM a lasting competitive edge. According to Gross, the focus was on storytelling and building authentic connections to create a brand that resonates with today’s players, rather than speaking at them.

BetMGM also reinstated that as the company expands, responsible gaming remains a key focus. In addition, BetMGM is committed to promoting responsible gaming by offering resources such as GameSense, which is an industry-leading program developed by the British Columbia Lottery Corporation and licensed to MGM Resorts. This enhances BetMGM’s existing responsible gaming tools, all designed to ensure customers enjoy a safe and entertaining digital experience.