BetMGM’s most recognizable commercials trace a shift from Jamie Foxx-led sports campaigns to a Las Vegas-centered Big Game debut with Tom Brady, Wayne Gretzky and Vince Vaughn, and then to Jon Hamm’s “Make It Legendary” brand platform. This is a selective look at those documented campaigns—not a complete archive or a ranking by advertising effectiveness.
How to read this retrospective
The campaigns below are compared by their featured talent, creative premise, format, agency credits and stated brand message. BetMGM’s official announcements establish those details, but do not provide a like-for-like measure of audience response or business results. The company’s descriptions of what a campaign was meant to communicate are its own positioning, not independent evidence that the campaign achieved that aim.
| # | Preview | Product | Price | |
|---|---|---|---|---|
| 1 |
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Law Abiding Citizen | $6.25 | Buy on Amazon |
| 2 |
![Django Unchained [DVD]](https://m.media-amazon.com/images/I/51uWBx3U4nL._SL160_.jpg)
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Django Unchained [DVD] | $6.99 | Buy on Amazon |
| 3 |
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The Jamie Foxx Show: The Complete Third Season | $29.99 | Buy on Amazon |
| 4 |
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The Jamie Foxx Show: The Complete Fourth Season | $29.99 | Buy on Amazon |
Jamie Foxx establishes an early ambassador era
Foxx becomes a BetMGM ambassador
BetMGM’s corporate timeline says Jamie Foxx became a company brand ambassador on September 22, 2020. That date marks an early campaign era; it does not establish the release dates or complete list of commercials in which he appeared. BetMGM corporate timeline
“IT’S ON” brings sports figures into the scene
In the “IT’S ON” campaign, Foxx led a spot set in a Bellagio suite, consulting sports figures including Kevin Garnett, Wayne Gretzky, Jalen Rose and Barry Sanders while using the redesigned BetMGM Sportsbook app. The campaign was created by 72andSunny New York and directed by Peter Berg. Later vignettes placed Sanders playing pickleball, Rose in a barbershop and Gretzky at Connor McDavid’s hockey practice. BetMGM framed the campaign around entertainment and participation in sports-betting culture. BetMGM’s “IT’S ON” campaign announcement
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2024: BetMGM makes its first Big Game commercial
BetMGM announced its first-ever Big Game television spot in January 2024, after a three-part teaser campaign featuring Tom Brady, Wayne Gretzky and Vince Vaughn. The corporate timeline dates the commercial’s debut to February 11, 2024. Highdive was the campaign agency, and the announcement positioned the effort around Las Vegas as the setting and home of the game, as well as BetMGM’s home. BetMGM’s Big Game announcement · BetMGM corporate timeline
Matt Prevost, BetMGM’s chief revenue officer, described the spot as the company’s chance to put the brand in front of the Big Game audience and highlighted the assembled talent’s connection to the brand. That statement explains the company’s ambition for the campaign; it is not an audience or performance result.
Rank #2
- Django is a freed slave, who, under the tutelage of a German bounty hunter, becomes a bad-ass bounty hunter himself. After taking down some bad guys for profit, they track down Django's slave wife and liberate her from an evil plantation owner.
2024 football season: Foxx plays multiple characters
Foxx returned in a football-season series built around the message “treats you right.” The three named spots were “Anthem,” “Second Chance” and “Feel Welcome,” with Foxx playing several characters. BetMGM connected “Anthem” to hospitality and rewards; the other spots described promotional offers as they were presented at the time. Those offers and their restrictions are historical campaign details, not current consumer guidance. BetMGM’s 2024 football-season campaign announcement
2025: Jon Hamm leads “Make It Legendary”
BetMGM introduced “Make It Legendary” as its first major corporate brand repositioning, with Jon Hamm as the lead and Highdive involved in the work. The company said the first of six spots was scheduled for college football, with further creative planned for television, social, digital, out-of-home and BetMGM properties. Highdive co-founder Mark Gross characterized it as a longer-term storytelling platform—an agency perspective on the campaign’s design, not a measurement of its impact. BetMGM’s “Make It Legendary” announcement
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“It Happens Here” moves the story to the Legends Lounge
A later football-season campaign extended the “Make It Legendary” platform through four multi-channel spots set in the Legends Lounge. The constructed set combined sportsbook and casino cues with a speakeasy and Las Vegas entertainment atmosphere. BetMGM said the lounge was built for filming and that it planned future activations. The release names CAPE as creative partner and notes that CAPE had also produced the responsible-gambling spot “Mullet Over.” BetMGM’s Legends Lounge campaign announcement
The release refers to a debut on Saturday, August 29, but the year is not clear in the page text. It should not be assigned a year in a dated chronology without further confirmation. Jon Hamm described the setting as a world of unexpected moments and memorable characters; Matt Prevost said the company wanted a campaign that felt distinctly BetMGM while drawing on MGM Resorts’ entertainment legacy. These are statements from the talent and company leadership about the creative intent.
What connects the campaigns—and what the record cannot show
- Recurring themes: BetMGM’s own campaign descriptions repeatedly draw on sports personalities, entertainment, Las Vegas hospitality and sports fandom.
- Changing formats: The documented work ranges from Foxx-led vignettes and a teaser series to a single Big Game spot and multi-spot seasonal platforms.
- Changing creative partners: The announcements credit 72andSunny New York and director Peter Berg on “IT’S ON,” Highdive on the 2024 Big Game and “Make It Legendary” campaigns, and CAPE on the Legends Lounge work.
- No comparative effectiveness ranking: The cited official material does not provide a common performance measure, such as comparable viewership, audience response or return on investment. It supports a retrospective of the creative, not a claim about which commercial worked best.
BetMGM’s announcements document selected campaigns, not every commercial, cut, market version or air date. The most reliable way to describe the “top” commercials from this record is as notable examples from distinct campaign eras, rather than a definitive ranking.
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