August 18, 2022
Yesterday, Major League Baseball's Baltimore Orioles announced a long-term partnership with SuperBook Sports. Subject to regulatory approvals by the Maryland Lottery & Gaming Control Agency, this marketing partnership will bring the first ever retail sportsbook to the iconic Oriole Park and Camden Yards via the SuperBook Sports lounge, with construction targeted for 2023 completion. Once completed, patrons that are 21+ will be able to eat, drink, socialize and place live wagers at the retail sportsbook or from the palm of their hand via the SuperBook app.
Furthermore, as a result of this partnership, SuperBook branding will be prevalent throughout the ballpark, including on the center field scoreboard and on signage behind home plate, as well as within on-site activations during games. SuperBook will also be featured in the MLB Ballpark app and on the Orioles’ social media platforms. Note that this is a team sponsorship deal, as SuperBook at the time of writing was not an official MLB betting partner in terms of the overall league.
SuperBook Sports Vice President of Marketing Kristin Mackey was commented that:
"SuperBook Sports is excited about this partnership with the Baltimore Orioles. The heritage and tradition of the Orioles brand fits perfectly with the SuperBook brand. To be a part of ‘The Ballpark That Forever Changed Baseball’ is an honor, and we look forward to bringing a one of a kind sports lounge experience to fans. The future of the Orioles is bright, and we look forward to continuing to grow together for years to come.”
SuperBook is certainly aiming to launch one of several officially legal Maryland betting sites to go along with their mobile app within the soon-to-be launched MD online sports betting market. At this point in time, there is no chance that the MLGCA will be ready to open the market in time for the coming NFL season, which is by far the most important league from a US wagering perspective . There are hopes that the Maryland market can open in early 2023 while the NFL Playoffs are still ongoing.
SuperBook's claim to fame is that they are home to the "World's Largest Sportsbook" which refers to their actual bricks-and-mortar sportsbook that is located in Las Vegas, Nevada. Of course, this claim could be easily misunderstood as a statement about SuperBook's online presence across the US, where it is certainly not the biggest online operator.
While partnerships like this will certainly help bring their online wagering brand to the fore, generally, SuperBook is thought to be in the third-tier of US online sports betting providers, which is certainly at odds with the "Largest Sportsbook" statement, but no one is going to affix an asterisk to their statement that says:
*We're really saying that our Vegas sportsbook venue is massive. We are not saying we are the biggest online sportsbook.
The reality is that those that read the statement could misunderstand, and be made to think that Superbook is bigger in the online realm than it really is, especially for people that have never been to Las Vegas and have no idea about the venue in question.
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