The Detroit Lions are the latest NFL team to partner with a sportsbook, announcing a deal with BetMGM on Thursday.

The BetMGM agreement with the Lions will include team broadcast programming, digital marketing assets and in-stadium promotions and signage, in addition to being the presenting sponsor of Lions fan engagement items like Lions Bingo and Lions Perks, according to a news release.

“The Detroit Lions historic relationship with BetMGM has been years in the making and we’re proud to announce details of our official partnership,” Detroit Lions President Rod Wood said in the news release. “We’re continuously seeking new ways to entertain and involve our fans which is especially important during such unusual times; this partnership with BetMGM will provide additional and exciting opportunities to engage our fans.”

BetMGM has a similar deal with the Denver Broncos.

It’s the second recent major deal between a sports betting operator and a professional team in Detroit. PointsBet partnered with the Detroit Tigers in early July, becoming the first sports betting operator to enter an agreement with an MLB team.

The agreement between the Lions and BetMGM comes as Michigan is attempting to implement mobile sports betting by the end of 2020 or early 2021. In July, the Michigan Gaming Control Board announced that it was accepting internet gaming and sports betting operator license applications from tribes and commercial casinos within the state.

“When we first opened the BetMGM Sports Lounge at MGM Grand Detroit in March, we hoped to develop deep relationships with the state’s top teams,” BetMGM Chief Marketing Officer Matt Prevost said in the release. “We are honored to be the first sports betting partner of the Lions and to offer their fans access to a variety of best-in-class promotions and perks only available on BetMGM.”

BetMGM has Detroit Presence

BetMGM Sports is MGM Resorts International’s entry into the online and mobile sports betting market. It offers sports betting and online gaming through its market brands, including BetMGM and partypoker.

Its sportsbooks are operated by Roar Digital, a New Jersey-based company that was created in 2018 through a joint venture between MGM Resorts International and GVC Holdings, a sports betting organization based in Great Britain.

BetMGM debuted mobile sports gambling in Indiana in February and now operates retail or online options in Michigan, Mississippi, New Jersey and West Virginia. MGM Resorts International owns and operates the MGM Grand Detroit casino in Michigan, featuring the BetMGM Sports Lounge, which includes 60 TVs and 280 seats.

NFL Teams Partnering With Sportsbooks

In February, the NFL announced teams could take on sports-betting sponsors and open non-betting lounges. The Denver Broncos and FanDuel were the first to come to a partnership agreement in June, and the Broncos would go on to add Betfred USA Sports and BetMGM as official partners.

With the season days away and NFL betting interest ramping up, the other deals around the league include the Dallas Cowboys partnering with WinStar World Casino and Resort. Also, the Baltimore Ravens and Las Vegas Raiders joined Caesars and BetMGM. The Lions/BetMGM union is just the latest pairing between NFL team and sportsbook.

“All of us at MGM Grand Detroit are eager and ready to welcome the Detroit Lions and sports betting fans to our BetMGM Sports Lounge this football season,” David Tsai, president of the Midwest Group for MGM Resorts, said in the release. “We know everyone is eager to get out of their homes and add some fun into their calendars. We are committed to raising the bar in delivering unique and entertaining experiences.”