BetMGM has partnered with The Athletic to become the publication's exclusive sports betting partner.
The Athletic welcomes BetMGM as sports betting partner
US subscription media outlet The Athletic has revealed BetMGM Sportsbook from Roar Digital as the company's first sports betting partner in the US. As a result, The Athletic is introducing a dedicated content vertical, with The Athletic Betting Hub providing updates from the world of sports betting and content customization to appeal to sports fans who love to post the occasional flutter.
Combined with other content on the site, BetMGM could gain a big boost in exposure among sports fans who may or may not be interested in betting. The Athletic is one of the fastest growing media outlets in the world. Launched in 2016, it already has one million subscribers worldwide and employs over 400 dedicated writers.
The addition of a special place where sports bettors can study and inform themselves about everything related to the sports betting market is a brand new publishing opportunity, and BetMGM is adjusting its growth strategy to reach as many people as possible.
The Athletic will promote numerous forms of content including video , audio and written material to reach audiences in their preferred medium. BetMGM, which is looking for more "immersive" opportunities, will attempt to achieve this through social media content with The Athletic.
Next generation content alliance
Roar Digital, which is co-owned by Entain and MGM Resorts International, is definitely in a good position to help with any of the more high-tech solutions. Entain recently partnered with Verizon Media to develop the same immersive experiences that BetMGM and The Athletic are now talking about. Commenting on the new alliance, the publication's CEO Evan Parker added:
"BetMGM is a pioneer in the online gaming industry and as we sought to establish The Athletic as a place for great betting content, we knew there couldn't be a better partner.
- Evan Parker, Athletic's general manager of content services
BetMGM CRO Matt Prevost said he can't wait to see how the engagement works with The Athletic's loyal leadership. As mentioned earlier, BetMGM is no stranger to media partnerships. It has combined its odds with Yahoo and powered Yahoo Sportsbook.
As a result, the Yahoo Sports app has been able to benefit from a direct live odds feed, and BetMGM has strengthened its own offering and increased awareness of its products. Yahoo Sports readers can actually use their login details to access BetMGM bookmakers, as long as they live in one of the ten - at the time of writing - states where the betting platform is legal.