Ever since New Jersey won its six-year legal battle with the NFL and other sports organizations and launched sports betting in mid-2018, visitors to the Secaucus Junction train station — one stop and a 10-minute ride from New York Penn Station — have been inundated with advertisements for sportsbooks.
On Wednesday, NJ Transit went a step further by announcing a three-year sponsorship deal with BetMGM that renames NJ Transit’s Meadowlands Rail Line the “BetMGM Meadowlands Rail Line.”
The agreement on the naming rights is the first of its kind for NJ Transit, and officials are touting it as bringing in “additional non-farebox revenue.”
“The [Gov. Phil] Murphy Administration is committed to keeping fares stable for NJ Transit customers,” New Jersey Department of Transportation Commissioner Diane Gutierrez-Scaccetti said in a statement. “Partnering with BetMGM is a step towards that commitment by identifying new revenue streams that help keep fares affordable.”
NJ Transit CEO Kevin Corbett added: “This unique advertising partnership represents a significant new source of revenue for NJ Transit.”
Financial terms were not disclosed.
A double win for BetMGM?
The BetMGM Meadowlands Rail Line operates between Secaucus Junction and the Meadowlands Station, adjacent to MetLife Stadium, for all Giants and Jets games as well as for occasional soccer games, concerts, and other events.
The line often draws more than 10,000 ticket buyers per week in the fall — and drew more than 30,000 for the 2014 Super Bowl at the Meadowlands, ending in a debacle for countless Seattle Seahawks and Denver Broncos fans as well as locals who procured a ticket for The Big Game. (The last train left the Meadowlands Station for Manhattan about three hours after the game ended.)
BetMGM is one of a number of gaming companies that offer both sports betting and online casino gaming — with the latter less publicized but far more lucrative for operators.
“BetMGM is thrilled to announce this groundbreaking partnership with NJ Transit,” BetMGM Chief Revenue Officer Matt Prevost said in a statement. “The creation of the BetMGM Meadowlands Rail Line generates unparalleled exposure to our leading iGaming brand, through station signage and rider volume — particularly on our favorite day of the week: game day. New Jersey is our home and first market, and we see today’s announcement as an extension of our strong relationship with the state.”
The new advertising program includes print and digital advertising throughout the NJ Transit system. The newly branded rail line appears on the latest version of the rail system maps.