BetMGM is sponsoring the “first custom-branded sport” on “The Value Is Proper” within the present’s historical past. [Image: Sonja Flemming/CBS]
BetMGM has inked a deal to sponsor a sport on the long-running sport present, “The Value Is Proper,” for one season.
In accordance with a information launch, “The Lion’s Share” sport will debut on September 22. BetMGM took to X earlier this week, stating it’ll function the “first custom-branded sport” on Value is Proper for the reason that present started in 1972:
Already in an mental property rights partnership with the Fremantle-owned and operated CBS present, BetMGM’s newest collaboration with the British TV big will outcome within the first new pricing sport to seem on “The Value Is Proper” since 2021.
The brand new BetMGM section will give contestants the prospect to “win as much as $500,000 in money, automobiles, journeys, and prizes.” The sport’s mechanics, nonetheless, don’t have something to do with playing, simply worth guessing and bodily talent.
on the lookout for methods to create legendary moments”
Clues as to why BetMGM is branding a non-gambling sport seem in Chief Income Officer Matt Prevost’s assertion that his agency was “on the lookout for methods to create legendary moments.” “Make it Legendary” is BetMGM’s new tagline launched in August 2025 as a part of the model’s repositioning pivot, and being first with one thing matches the brand new positioning.
Prevost added that “the rarity of a brand new pricing sport” and large prizes “displays BetMGM’s give attention to bringing a world of unmatched leisure” to its viewers.
Fremantle’s Chief Working Officer Suzanne Lopez, in the meantime, welcomed the BetMGM partnership, stating each manufacturers have been wanting ahead to “bringing a contemporary vitality to a timeless format, whereas honoring the enduring gameplay followers know and love.”
