BetMGM Launches Major Football Campaign Starring Jon Hamm to Drive Growth

New York, Wednesday, 2 September 2026.
Ahead of the 2026 football season, sports betting operator BetMGM launched its new “It Happens Here” marketing initiative featuring actor Jon Hamm, developed alongside newly named agency of record CAPE. The aggressive push comes as competition intensifies following the NFL’s decision to name FanDuel, DraftKings, and Fanatics as its official betting partners, leaving BetMGM off the official list. Backed by an estimated $160 million net media spend, BetMGM is leaning into narrative-driven entertainment—centered around a fictional “Legends Lounge”—to bridge its sportsbook, casino, and rewards operations across 31 active markets.