Buffalo Wild Wings (BWW) is already considered a de facto sportsbook by Tennessee bettors.
Now, that title has become slightly more official.
The Tennessee Education Lottery (TEL) approved the sports bar’s vendor application this week, solidifying its role as an official BetMGM marketing partner.
Buffalo Wild Wings approved as Tennessee sports betting vendor
The TEL approved Buffalo Wild Wings’ application with only minor deliberation during a meeting on Monday, March 1.
The restaurant will now promote BetMGM’s sportsbook at all 24 Tennessee locations.
Since Tennessee’s statute does not permit retail sportsbooks, the TEL made one stipulation abundantly clear: the sports bar may not provide bettors with a device for wagering.
Rather, players must use a smartphone, tablet or computer of their own.
TEL Vice President of Sports Gaming Operations Danielle Boyd outlined specific guidelines:
“As far as we’re concerned, iPads set up on tables are essentially a kiosk, so any marketing and promotional activities that will be done at a Buffalo Wild Wings will have to be with a player’s own device.”
For BetMGM, that’s a manageable compromise.
BWW sports bars provide the added convenience of multiple locations positioned close to the Tennessee border. As a result, BetMGM has the unique ability to further cater to customers coming from border states like Alabama, Georgia, Kentucky and Missouri where sports betting is not yet legal.
Tennessee’s other three live sportsbooks have not yet partnered with any sports bar in the state. Action 24/7, however, regularly hosts pop-up events at restaurants and sports bars.
Buffalo Wild Wings and BetMGM begin relationship in Jersey
This isn’t Buffalo Wild Wings’ and BetMGM’s first rodeo together.
The companies began their relationship in New Jersey back in late 2019, marking the first partnership of its kind between a sports betting brand and a national sports bar.
New Jersey BWW locations unveiled a sports betting test program that gifts bettors with exclusive perks, free bets, and odds boosts when accessing the BetMGM app within the sports bar.
Outside, BetMGM-branded signs saying “Bet Here Now” adorn the front doors. Inside, TV screens feature custom BetMGM content and live odds.
When the partnership launched in New Jersey, the brands placed a strong focus on the upcoming football season. This time around, they intend to focus Tennessee efforts on March Madness and other upcoming spring events.
BWW’s Picks and Props game reflects real life parlay betting
The two brands kicked off the Tennessee partnership with Picks and Props, a free-to-play mobile-only sports betting game found within the Buffalo Wild Wings app.
Players compete against fellow BWW fans nationwide to earn daily points that can be redeemed for free food and drinks.
The game gives players a taste of real-life sports betting action without any stakes attached.
The app features a different Picks and Props contest each day, centered around upcoming sporting events. This week, themes have included Pro Basketball Thursday and Pro Hockey Friday.
Game picks are made in the form of a parlay and feature real BetMGM odds. Contests can incorporate:
- spread selections
- player props
- fantasy player performance
At the conclusion of the pick selection process, the game reveals a BetMGM Parlay Calculator and invites players to visit the BetMGM app.
Fans can take part in the contests from anywhere. The caveat being, players must check in at a Buffalo Wild Wings location between Thursday and Sunday in order to redeem rewards.
The duo launched the partnership with the intention of enhancing customer acquisition and loyalty.
Now that BetMGM and Buffalo Wild Wings are in cahoots, customers can take advantage of betting boosts and chow down on hot wings at the same time.