In July 2025, BetMGM announced a multiyear partnership with retired MLB star Derek Jeter. The former New York Yankee will appear in “national marketing campaigns.”
BetMGM said it has an exclusive Jeter-themed slot game in jurisdictions that sanction online casino gambling.
The company offers online casino play in Michigan, New Jersey, Pennsylvania, and West Virginia. It’s a leading brand in Michigan, home to the nation’s largest online casino market.
According to the company, there are no other online casino games featuring a current or former professional baseball player.
“BetMGM’s commitment to excellence and overall approach help them stand out as an innovator in their space,” Jeter said in a statement. “They have worked hard to create a real community in their audience. I look forward to working with their team to build connections within their base of players and support the company’s continued growth.”
Jeter joins former sports stars Barry Sanders, Tim Howard, and Wayne Gretzky in promoting BetMGM online gambling.
BetMGM said that Jeter will also promote “responsible gambling initiatives.”
Celebrity Gambling Regulation
In the U.S., no state specifically restricts the use of athletes or celebrities to promote gambling. First Amendment rights are a big reason why it’s hard to regulate betting ads in the U.S.
Across the border in Ontario, Canada, there is more regulation. Athlete appearances are only permitted for so-called “responsible gambling” messaging.
A 2024 study on social media betting ads from the University of Bristol recommended that U.S. gambling states adopt similar rules. Other famous athletes to endorse U.S. gambling brands include Mike Tyson and LeBron James.
“To reduce the appeal of gambling ads to minors, the U.S. should follow the lead of jurisdictions like Ontario, Canada, and ban the use of celebrities in gambling marketing,” researchers wrote. “This would ensure that promotions are targeted at adults and help prevent underage audiences from being attracted to gambling through high-profile endorsements.”
Still, the restriction might not be good enough. Responsible gambling is controversial because it places the blame on people rather than the product.
According to the World Health Organization, responsible gambling is a risky concept.
“Stigma and shame often prevent people from seeking help,” the WHO wrote in a gambling factsheet. “The preferred regulatory approach of the gambling industry — so-called responsible gambling — adds to this burden by effectively blaming those who experience harm. Responsible gambling interventions are typically ineffective.”
The group added that “existing health promotion messages are often inadequate and can use so-called dark nudges, which encourage the consumption of harmful products and may enhance normalization.”
Derek Jeter Could Bolster BetMGM ‘Trust’
Online gambling is becoming increasingly controversial in the U.S. because of addiction risks.
According to Casino.org, Jeter may lend more credibility to BetMGM in the minds of consumers:
“While some might not think seeing a familiar face on an online casino or sportsbook means much, for many consumers, a celebrity endorsement delivers a sense of trust to the operation. With Jeter’s height of popularity coming in the 1990s and early 2000s, the shortstop could help BetMGM lure in older Millennials and Generation X bettors.”
Some users may inevitably be harmed by online slot gambling associated with Jeter’s brand.
The Jeter announcement came roughly two months before BetMGM announced that it would sponsor a game on The Price Is Right.
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