DraftKings Wednesday announced a multi-year strategic relationship with iHeartMedia to distribute and create content. As part of the agreement, DraftKings will get preferred access to iHeartMedia’s roster of personalities.
The companies also will collaborate on content development, including the distribution of shows across the media company’s radio and digital properties, and during live broadcasts of sporting events.
“Customer engagement remains a primary focus for DraftKings, and this latest agreement with iHeartMedia amplifies our reach immensely to a dedicated audience that spans more than 160 markets across the country with the largest audio company in the U.S.,” said DraftKings North America President and Co-founder Matt Kalish in a statement. “Analytically tapping into iHeart’s coveted listenership while powering authentic betting content is a landmark moment for both organizations and precursor to new possibilities in media innovation.”
The strategic relationship allows DraftKings to leverage iHeartMedia’s SmartAudio suite of data-driven advertising products. The fantasy and gaming operator also will benefit from the national exposure provided by iHeartMedia’s broadcast and digital platforms, including more than 270 million monthly listeners on its broadcast platform alone.
“Even though we are number one in audio sports programming, we continue to build new sports content and DraftKings is an ideal partner as we expand and innovate,” said iHeartMedia’s Multiplatform Group CEO Greg Ashlock in a statement. “DraftKings is a premier sports technology and entertainment company that provides millions of customers with the best in real-money gaming products along with exceptional safety and security through various responsible gaming measures. We look forward to a long and fruitful partnership everywhere sports betting is permissible.”
iHeartMedia launched the iHeart Sports Network in September 2020, featuring more than 500 broadcast stations and their digital streams. Cris Collinsworth, Colin Cowherd, and Dan Patrick are among the personalities featured on the network.
