In the fiercely competitive betting industry, retaining high-value VIP players is just as critical as acquiring new users. One proven strategy many sportsbooks deploy is investing in experiential and hospitality assets through sports sponsorships. These assets ranging from club-level seats to all-inclusive travel packages allow betting brands to create unforgettable moments for their top-tier customers. For example, BetMGM’s ongoing activation with the Kansas City Chiefs includes premium ticket giveaways and autographed merchandise, adding value that money can’t typically buy.

According to our platform, Event Day Special Experience and Premium Tickets / Access are among the most frequently used experiential assets across NFL, NBA, and MLS teams this season. Betting brands like PokerStars and PointsBet are leveraging these to great effect. PokerStars recently offered fans a chance to win an all-expenses-paid weekend in Detroit with Leafs tickets included—blending travel, hospitality, and fandom into one immersive prize. Similarly, PointsBet Canada partnered with the Toronto Maple Leafs to give away tickets to a marquee matchup in Nashville, tapping into fans’ desire for exclusive road game experiences.

These partnerships also fuel digital engagement. Campaigns like Bet365’s “Call Your Shot” with the San Antonio Spurs incentivize app usage by tying gameplay to courtside seat rewards. This dual benefit—boosting in-app retention while delivering VIP treatment—makes experiential assets an ideal tool for betting brands. Beyond fan engagement, these promotions also generate valuable data insights on user preferences and behaviors, helping teams and leagues better understand what their betting partners—and their customers—value most.

Ultimately, the ability to deliver once-in-a-lifetime experiences is a key differentiator in the betting space. With the right mix of digital activations, premium access, and curated hospitality, sportsbooks can strengthen VIP loyalty while enhancing their brand’s visibility at marquee sports venues.

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