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BetMGM and Arizona Cardinals Unveil the First US Sportsbook in an NFL Stadium
By Jeff Osienya Sep 12, 2022 IndustryThe Arizona Cardinals made history as the first NFL team to unveil an in-stadium sports wagering facility. The BetMGM-powered sports betting parlor opened its doors on Sunday, the same day as the Cardinal’s opener for the 2022-23 NFL season.BetMGM and the Arizona Cardinals have joined forces to debut the first ever sportsbook at an NFL stadium. The two-story 17,000 square-foot sportsbook has been constructed on the north end of the Great Lawn of the State Farm Stadium, the home of the Cardinals.
The ribbon opening ceremony was on Thursday, September 8 and Arizona Governor Doug Ducey was in attendance alongside the Cardinals owner Michael Bidwill. This facility’s launch comes just in time for the NFL season, which kicked off on the same day, but it officially started taking wagers on Sunday, September 11.
Not a Seasonal But a ‘365-day-a-year Facility.’
Patrons visiting the facility have defined it as a state-of-the-art sportsbook with leading-edge amenities rivaling what’s available in top-tier stand-alone sportsbooks across the nation. The establishment will host about 500 guests at a time who will be served at five traditional betting windows or opt to use the 27 self-service betting kiosks.
In addition to a 265-square-foot video wall and indoor and outdoor dining options, 35 HD screens have been installed to keep fans in the loop as matches take place in real-time. There’s also a bar and a gourmet grill a few meters away from the trading windows and self-service kiosks. The sports betting venue will be operational throughout the year whether the NFL will be in season or not.
In a briefing with KTAR News 92.3 FM, Cardinal owner Michael Bidwill commented on the strategy to fashion the sportsbook in the bespoke design and the preparedness for the project, saying:
Quote“We knew sports betting was coming; the NFL did. Arizona really, again, crafted the best piece of legislation in the United States. I think it’s a model for other states to follow. We are proud and thrilled to be the NFL’s first team to offer its fans this type of unprecedented amenity and innovative experience. The BetMGM Sportsbook at State Farm Stadium gives us a chance to engage current and potential fans on a year-round basis in a fun, entertaining, and responsible way.”
The facility’s construction has been in the works since August 2021, even before sports betting was legally launched in the Grand Canyon State. And as soon as the regulated sports wagering market was officially unveiled in September 2021, the BetMGM mobile app was released to be used by bettors state-wide. In a bid to enjoy a flying start, the goal was to have the State Farm sportsbook up and running before the beginning of the 2022 NFL season. Through adequate timing and preparation, the mission was a success, as this unveiling was right on time for the Cardinals’ opening game against the Kansas City Chiefs, which kicked off on Sunday afternoon.
Another motivation for the sportsbook was to create an environment where fans would be engaged and entertained simultaneously. As a result, stakeholders have expressed optimism about the success they believe will be achieved through this new sports wagering facility. For instance, BetMGM CEO Adam Greenblatt said:
Quote“The BetMGM Sportsbook at State Farm Stadium is one of the most revolutionary additions an NFL stadium has seen in decades, and unlike anything fans have encountered on gamedays. BetMGM shares the Arizona Cardinals’ vision in pursuing new ways to break barriers and entertain fans.”
In the initial stages of the project, the CEO reported that both partners were fully committed to the continual enhancement of the ‘Gameday’ experience for fans by employing creative methods. Greenblatt added that the sportsbook would be in a class by itself. He stated that it would be
Quote“one of the most unique and innovative additions to a venue that the sports and entertainment industry has ever seen.”
The opening of the space to the public on Sunday put the CEO’s statement to the test as the real judges were the fans that flocked to the stadium to experience the sportsbook first-hand.
More Sportsbooks are Making Their Way into Pro Teams Backyards
It has been exactly one year since legal sports betting went live in the Copper State. Licensed operators have gotten to work, setting up establishments to provide bettors several options where they can stake on their favorite sporting events.
Arizona’s sports betting law came with a provision for operators to set up sportsbooks at sports stadiums. And so, the BetMGM – Cardinals collaboration is not the last. A handful of other sportsbooks are getting ready to open betting parlors in stadiums across the state by partnering with respective pro teams.
Other NFL stadium sports books currently under construction include one by FanDuel outside of FedExField, which has hosted the Washington Commanders since 1997. Additionally, there’s another by Caesars in partnership with the Baltimore Ravens at the M&T Bank Stadium.
Outside the NFL, more sports wagering venues are being set up in home arenas of teams in other US professional sports leagues. For example, there’s 20,000 square-foot William Hill Sportsbook in the Capital One Arena following a collaboration with the Capitols hockey team. Meanwhile, another BetMGM sportsbook opened in January at the National’s Ballpark after a contract with the Washington Nationals pro Basketball team. The Cleveland Cavaliers also inked a deal with Caesars earlier in the year to open a sportsbook at the Rocket Mortgage FieldHouse.
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