BetMGM, the sports betting joint venture between MGM Resorts International and gambling firm Entain, is to have its content integrated across the programming of SportsGrid, the sports betting audio and video streaming network, through a new strategic partnership.
The agreement will see BetMGM's brand, odds, and promotions incorporated into SportsGrid's most popular shows.
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SportsGrid will also have access to BetMGM's trading team and brand ambassadors for the creation of content.
Content produced through the tie-up will be supported by television and social media advertising.
SportsGrid was launched in 2017 and is available via services including YouTube TV, Sling TV, Amazon Fire TV, Apple TV, Pluto TV, Roku, Xbox, iHeartRadio, and TuneIn, among others.
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In September last year, it launched on digital TV channels in nine cities across the US.
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By GlobalDataMetMGM, meanwhile, founded in 2018, has similar partnerships with the likes of The Athletic, Golf.com, Yahoo Sports, and Buffalo Wild Wings.
It also has tie-ups with various sporting properties, including golf's PGA Tour, ice hockey's NHL, basketball's NBA and WNBA, Major League Baseball, Major League Soccer, and the Nascar motor racing series.
Adam Greenblatt, chief executive of BetMGM, said: “SportsGrid is making big waves in the streaming world, creating a new avenue for fans to consume sports betting content. This collaboration allows us to further expand BetMGM's reach to our fans through SportsGrid's nationwide broadcast network.”
Louis Maione, president and co-founder of SportsGrid, added: “We are proud to deliver real-time BetMGM data and intelligence to millions of sports fans. This relationship with a recognized leader in the industry helps us better super-serve the gaming community and further cements our position as the premier sports gaming and lifestyle network.”
