BetMGM CEO Predicts Soccer Will Join North America’s Major Sports Leagues

BetMGM CEO Adam Greenblatt has made a striking forecast regarding soccer’s trajectory in North America, arguing that the sport has already broken into the traditional ‘big four’ and is on course to rival American football, basketball, and baseball. Speaking after a World Cup that drove significant engagement for the operator, Greenblatt claimed that soccer is already outpacing ice hockey in betting interest — a statement likely to surprise many in the US sportsbook market.

To back his assertion, Greenblatt pointed to betting traffic data: the Belgium vs. USA World Cup match generated higher activity than any single NBA or MLB playoff game. The tournament’s timing proved especially valuable for BetMGM, providing a major engagement opportunity during what would otherwise have been a quieter period for the operator. “We would love to see a continuation of those attractive CPAs and attractive paybacks that we’ve seen through the World Cup,” Greenblatt said, “but that’s not what we have planned for.” He added that the company’s strategy assumes pre-World Cup experience levels will persist through the rest of the year.

Greenblatt described the World Cup’s impact as amplifying a trend that was already growing, boosted by Lionel Messi’s arrival in MLS. The increase in fandom, he noted, was exponential. He also highlighted that a positive betting experience during the tournament leaves a strong impression on players heading into the new season, creating momentum for the company.

Financial context and prediction market impact

Despite the World Cup’s success in driving engagement, BetMGM’s online sports revenue remained flat at $228 million. The operator continues to feel pressure from prediction markets, which Greenblatt said weighed on sportsbooks during the tournament environment. He noted an excellent player response to the World Cup even as prediction market activity surged.

Looking ahead, Greenblatt framed the key question as what comes next after the World Cup and how the company can sustain player engagement. While the legacy of the tournament may be significant for the US market, the established status of North American sports remains strong — but the US audience showed real receptiveness to embracing soccer and its stars, a factor that could fuel future growth.