BetMGM is adding to its portfolio of online sports betting partnerships.
The Athletic announced Thursday it was partnering with BetMGM to become the digital media company’s exclusive sports betting partner.
BetMGM is operated by Roar Digital, a 50-50 joint venture between casino operator MGM Resorts International and UK online gaming operator Entain PLC.
“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 in a statement. “They also have an outstanding product, and, through integrations and collaboration, this partnership complements The Athletic’s premium offering.
BetMGM has been active in forging partnerships and acquiring gaming licenses. Earlier this month the company announced it will open a physical sportsbook at Nationals Park in Washington, D.C., in a partnership with Major League Baseball’s Washington Nationals.
On Wednesday, BetMGM was approved by Virginia regulators for a sports betting license in the state that does not include a casino or sports franchise. BetMGM’s mobile app is currently live in 10 states.
The new agreement includes the creation of The Athletic Betting Hub, a new content vertical that will feature in-depth content and product integrations between the two companies.
In a story published Thursday at The Athletic, writer Nando Di Fino explained that the betting hub will feature more than the odds, picks, and staples of typical sports betting sites,
The partnership will leverage The Athletic’s “vast network of analytical minds and industry-leading local and national writers for insight that you can’t get anywhere else,” Di Fino wrote. “We’ll have scouts breaking down matchups. We’re bringing in stats partners to deliver all kinds of data. We’ll dig deep to bring you the occasional in-depth obscure sports coverage — from experts across the globe — that you never knew you needed.”
The Athletic’s general manager of content operations, Evan Parker, cited BetMGM’s online gaming track record as one of the main reasons for the partnership.
“As we collaborate on this new venture,” Parker said,” we share a joint vision for how to seamlessly blend media, analysis, and betting into unique, premium experiences for The Athletic subscribers.”
The Athletic has more than 1 million subscribers worldwide. The site provides coverage of nearly 300 pro and collegiate teams in the US, Canada, and the UK.
