BetMGM Launches New Chapter in Highdive Partnership with the “Make it Legendary” Campaign
In a bold move signaling its evolving brand identity, BetMGM has unveiled the latest phase of its collaboration with Highdive through the “Make it Legendary” campaign, set to debut during college football games on August 30.
Crafted in close partnership with BetMGM’s creative team and driven by comprehensive customer insights, the campaign features six compelling television spots starring renowned actor Jon Hamm, who has recently been appointed as BetMGM’s brand ambassador.
This initiative marks BetMGM’s first significant “major corporate brand repositioning,” emphasizing its expanding entertainment ecosystem and commitment to a dynamic brand experience.
As the campaign rolls out during college football matchups, it signals BetMGM’s “next evolution” in blending gaming with entertainment, with Hamm embodying the sophisticated, energetic spirit the brand aims to project.
“BetMGM embodies style and energy, and the ‘Make it Legendary’ campaign captures that essence perfectly. It’s witty, cinematic, and underscores that betting with BetMGM offers an unparalleled experience,” Hamm commented, reinforcing his role as the brand’s latest ambassador.
Highdive’s team collaborated directly with BetMGM’s creative minds, leveraging “extensive” customer research to craft six compelling spots that will be broadcast across television, social media, digital platforms, and MGM’s properties nationwide.
“This isn’t just an ad campaign — it’s a complete reimagining of what BetMGM represents. We’re leading in entertainment and gaming, with the vibrant spirit of Las Vegas woven into our DNA,” said BetMGM’s Chief Marketing Officer Casey Hurbis.
“Our new positioning celebrates the excitement, spectacle, and storytelling potential inherent in every spin, play, and reward. With Jon Hamm’s talent and broad appeal, he’s the perfect embodiment of our brand’s refined and energetic essence.”
Read also: DraftKings to Ban Credit Card Payments for Online Betting
Noteworthy Update: On August 20, BetMGM enhanced its mobile app to elevate the online betting experience, reflecting its ongoing commitment to innovation.
Mark Gross, Co-Founder and Co-Chief Creative Officer of Highdive, emphasized the campaign’s strategic depth: “We didn’t just create ads — we built a creative platform that grants BetMGM a sustained competitive edge. It’s about storytelling, connection, and forging a brand that resonates with today’s players, not just speaking at them.”
This campaign continues a recent trend among operators such as PrizePicks, Fanatics, and Hard Rock Bet, all gearing up for the 2025-2026 NFL season with fresh branding initiatives.
