BetMGM Launches “Make it Legendary” Campaign Featuring Jon Hamm with Brand Revamp

Introducing BetMGM’s Bold New Brand Identity

BetMGM, a leading name in sports betting and online gaming, has unveiled an exciting evolution of its brand. Collaborating with the independent advertising agency Highdive and acclaimed actor Jon Hamm, the company aims to create an entertainment ecosystem that stands out through exceptional experiences, endless possibilities, and top-tier hospitality.

“Make it Legendary” Campaign Highlights

At the heart of BetMGM’s refreshed identity is the “Make it Legendary” campaign. This initiative features a series of multi-channel advertisements starring Jon Hamm, an Emmy® and Golden Globe-winning actor, as the brand’s new ambassador. The campaign debuted with six commercials, the first airing on August 30 during college football games, and extends across television, social media, digital spaces, outdoor advertising, and BetMGM venues nationwide.

Directed by Noam Murro, a two-time Directors Guild of America Director of the Year, the campaign leverages Hamm’s charismatic presence and storytelling skill to deliver an elevated, memorable brand experience that resonates with audiences.

Insights from BetMGM Leadership and Partners

Casey Hurbis, BetMGM’s Chief Marketing Officer, emphasized that the initiative represents a full reimagining of the brand, positioning BetMGM at the intersection of entertainment and gaming. He noted the brand’s deep roots in Las Vegas culture and highlighted how the new messaging celebrates the thrill, spectacle, and narrative potential inherent in gaming experiences. Hurbis also praised Jon Hamm’s appeal as an ideal embodiment of BetMGM’s upscale and sophisticated spirit.

Mark Gross, Co-founder and Co-Chief Creative Officer at Highdive, shared that beyond ad creation, the team developed a comprehensive creative platform aimed at maintaining BetMGM’s competitive advantage. The focus was on authentic storytelling designed to meaningfully connect with modern players rather than simply broadcasting a message.

Commitment to Responsible Gaming

Alongside its brand expansion, BetMGM remains firmly committed to promoting responsible gaming practices. The company supports this commitment by offering resources like GameSense, a leading responsible gaming program originally developed by the British Columbia Lottery Corporation and licensed to MGM Resorts. This program complements BetMGM’s suite of tools designed to provide a safe and enjoyable gaming environment for its customers.