BetMGM has enlisted comedian Chris Rock to front its latest UK advertising campaign, airing across television, digital, radio, and social media platforms since last Thursday. The campaign, titled "The Chris Rockin’ Locker Room Speech," is designed to boost brand visibility and highlight key betting markets, including football, darts, and horse racing.
In the advertisement, Rock delivers an animated locker room pep talk to a group of athletes from various sports, encouraging them before they head out to compete. The campaign is part of BetMGM’s strategy to establish itself in the UK market, following its full UK launch in September 2023, which also featured Rock in the company’s first marketing campaign.
BetMGM, which recently became the official betting partner of Premier League club Tottenham Hotspur, is using Rock's global appeal to connect with UK audiences. The company stated: “BetMGM wanted a globally recognized talent who could launch the brand in the UK. Who better than American comedian Chris Rock!”
Dan Towse, Director of Brand at LeoVegas Group, praised the collaboration with Rock. "This new creative territory of the ‘Chris Rockin’ Locker Room Speech’ builds on the launch campaign from last year, and it’s great to be working with comedian Chris Rock again for the latest iteration," he said.
In addition to promoting key betting markets, the campaign will feature a separate ad dedicated to responsible gambling, reinforcing BetMGM’s safe betting practices. A casino-focused version of the campaign will also be part of the larger initiative.
