BetMGM to offer odds and analysis in media deal with The Athletic
Partners will seek to create “immersive betting experience” for paid subscribers on brand new betting hub
Entain and MGM Resorts’ JV BetMGM has become the exclusive sports betting partner for The Athletic in a content deal that will establish a new betting vertical across the sports media brand’s digital channels.
The Athletic Betting Hub will be created to offer up content and unique product integrations between the two companies, including integrated live odds provided by BetMGM, exclusive betting analysis, and BetMGM promotions.
The pair will also collaborate on social media to create “an immersive betting experience,” for readers and bettors, BetMGM said in a statement.
“The Athletic has an incredibly engaged and loyal readership and we look forward to introducing their fans to the BetMGM sports betting brand,” BetMGM chief revenue officer Matt Prevost said.
“They also have an outstanding product, and through integrations and collaboration, this partnership complements The Athletic’s premium offering,” he added.
The Athletic is a subscription-based sports website founded in 2016 that has gone from strength to strength after raising hundreds of millions of dollars across five funding rounds.
Its business model focuses on quality, ad-free content and a key part of the strategy has been to recruit high-profile journalists and writers from competitor outlets by offering vastly improved wages and joining bonuses.
The Athletic GM of content operations Evan Parker 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.
“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,” Parker added.
The Athletic boasts over one million global subscribers with access to coverage of up to 300 professional and collegiate sports teams in the US, Canada, and the UK.