BetMGM launches new brand campaign with Jon Hamm as ambassador

BetMGM has launched a "brand refresh", kicking off with new spots starring actor Jon Hamm. The sports betting and iGaming operator has partnered with independent ad agency Highdive for the effort, which seeks to "highlight BetMGM's entertainment ecosystem."

The new "Make it Legendary" campaign is anchored by a series of multi-channel spots featuring BetMGM's newest brand ambassador, EMMY Award and Golden Globe Award-winning actor Jon Hamm.

The new campaign marks a departure from the high-energy spots featuring Jamie Foxx that BetMGM has been airing over the last few years. While those tended to focus on odds and promotions, the new ads seek to position betting as more premium entertainment, according to brand officials. 

"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," said Casey Hurbis, Chief Marketing Officer, BetMGM.

"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."

Highdive worked along with BetMGM's creative team on the repositioning, informed by customer research. The first of six new spots is scheduled to premiere Saturday, Aug. 30, during college football games, with additional spots rolling out across TV, social, digital, out-of-home, and BetMGM properties nationwide.

Directed by two-time Directors Guild of America Director of the Year Noam Murro, the spots leverage Hamm's "charisma and storytelling charm to make every interaction feel like an elevated experience," according to a press release.

Hamm said: "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."

Mark Gross, co-founder and co-chief creative officer at Highdive, emphasized the strategic depth of the repositioning: "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."