The subscription-based sports media company The Athletic has partnered with BetMGM for sports betting in the US.
The subscription-based sports media company The Athletic has inked a deal that will see BetMGM become its exclusive sports betting partner in the US.
This deal comes after BetMGM launched its mobile sports betting app in the state of Virginia yesterday.
Under the agreement with BetMGM, the media giant will launch a new content vertical titled, The Athletic Betting Hub which will be supported with in-depth content productions and integration with BetMGM’s products.
The Athletic’s new hub will feature dedicated content, integrated live odds and exclusive BetMGM offers. The content will include original written audio and video content as well as betting analysis.
Both companies will also work together on other digital and social media platforms to provide “immersive” betting experiences to US customers.
Evan Parker, The Athletic’s General Manager of Content Operations said: “BetMGM has pioneered the online gaming industry and as we sought to establish The Athletic as a home for great betting content, we knew there would be no better partner,” said Evan Parker, The Athletic’s General Manager of Content Operations.
“As we collaborate on this new venture, we share a joint vision for how to seamlessly blend media, analysis and betting into unique, premium experiences for The Athletic subscribers.”
Founded in 2016, the subscription-based sports media company now has more than 1m subscribers worldwide and has an editorial team made up of more than 400 writers.
Matt Prevost, BetMGM’s Chief Revenue Officer, said: “The Athletic has an incredibly engaged and loyal readership and we look forward to introducing their fans to the BetMGM sports betting brand. They also have an outstanding product and, through integrations and collaboration, this partnership complements The Athletic’s premium offering.”
BetMGM’s deal with the Atlantic will allow the operator to strengthen its presence across national US media. The sportsbook operator’s mobile app is currently available in 10 US states where sports betting is legal.
Another media deal for BetMGM
In October 2019, the sportsbook operator announced a partnership with the Verizon-owned Yahoo Sports which saw BetMGM’s sportsbook integrated into the Yahoo Sports app in states with legal sports betting.
Shortly after the deal, BetMGM and Yahoo launched the product in New Jersey in November 2019.
The operator’s deal with Yahoo was strengthened last year when the integration of the sportsbook was streamlined to create a seamless sports betting experience which saw Yahoo Sports users gain the ability to use their login details to access the BetMGM sportsbook.