BetMGM inks expanded content-led Audacy sports betting deal
Sportsbook operator nets exclusivity on podcast provider’s portfolio with multi-year agreement
BetMGM has agreed a multi-year expansion of its strategic partnership with the BetQL Network, which will see the firm become the network’s exclusive sportsbook partner.
The expansion to the initial agreement, signed in March 2021, gives BetMGM exclusivity over sports betting-related content across BetQL’s flagship Audacy Network.
This includes the You Better You Bet podcast, which begins in September, BetQL Daily, The Daily Tip, and BetMGM Tonight.
Audacy will also produce content for live audiences at various MGM Resorts across the country which will host the network inside BetMGM sportsbooks.
BetMGM chief revenue officer Matt Prevost highlighted the potential afforded by deepening the sportsbook operator’s existing relationship with BetQL.
“We’re excited to further our strategic partnership with Audacy and to bring our market-leading sports betting and gaming entertainment content to millions of listeners nationwide across the entire BetQL Network platform,” Prevost said.
As part of the expanded partnership, Nick Kostos, the host of the You Better You Bet podcast, and co-host Ken Barkley will become brand advocates for BetMGM.
According to data supplied by BetMGM, the show’s podcast downloads jumped 678%, live video hours grew by 531%, and total listening hours increased 335% between July 2021 and January 2022.
Audacy also serves as the flagship home of 41 professional teams and over 50 Division 1 collegiate programs, including the New York Yankees, Boston Red Sox, Dallas Cowboys, Golden State Warriors, and Chicago Bulls.
BetMGM has an extensive sports betting content arsenal at its disposal, including a podcast partnership with Boston-based comedian and actor Bill Burr.
Its other content-led partnerships include deals with SportsGrid, Cheddar News, and The Hockey News network.