BetMGM debuts new phase of Highdive collaboration with Make it Legendary campaign
Highdive worked directly with the operator’s creative team to develop the campaign, assisted by customer research and set to premiere during college football games played on August 30.
Key Points
- The six television spots will feature well-known actor Jon Hamm, who has also been named as BetMGM’s most recent brand ambassador
- The Make it Legendary campaign is said to represent BetMGM’s first “major corporate brand repositioning” and highlight the company’s entertainment ecosystem
BetMGM will unveil its new Make it Legendary campaign throughout college football games played on August 30, representing the operator’s “next evolution” within its collaboration with Highdive and starring actor Jon Hamm.
“BetMGM is all about style, and the ‘Make it Legendary’ campaign captures that energy. It’s witty, cinematic and shows that betting with BetMGM is an unmatched experience,” Hamm said, who was also named as BetMGM’s most recent brand ambassador as part of the release.
Highdive worked directly with the operator’s creative team to develop the campaign, assisted by “extensive” customer research and featuring six spots that will be released via television, social media, digital and MGM properties across the country.
“This isn’t just a campaign — it’s a reimagining of what BetMGM stands for. We’re at the forefront of entertainment and gaming, with the spirit of Las Vegas woven into our DNA,” BetMGM CMO Casey Hurbis said.
“Our new positioning celebrates the thrill, spectacle and storytelling potential in every spin, play and reward. With Jon Hamm’s talent and universal appeal, he’s a natural fit to represent the refined essence of our brand.”
Good to know: BetMGM introduced new upgrades to its mobile application to help improve customers’ online betting experience on August 20
The Make it Legendary campaign is said to represent BetMGM’s first “major corporate brand repositioning” and highlight the company’s entertainment ecosystem.
“We didn’t just create ads — we built a creative platform that gives BetMGM a long-term advantage. This is about storytelling, connection and creating a brand that truly speaks to today’s players, not at them,” Highdive Co-Founder and Co-Chief Creative Officer Mark Gross said.
The campaign follows similar releases announced by operators such as PrizePicks, Fanatics and Hard Rock Bet, all coming prior to the start of the 2025-2026 National Football League (NFL) season.
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