BetMGM partners with The Athletic

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Media company will create a new sports betting content vertical with live odds.

BetMGM and digital sports media company The Athletic on Thursday announced a partnership in which BetMGM will be The Athletic’s exclusive sports-betting partner in the United States.

The deal will create a new content vertical to be known as “The Athletic Betting Hub,” plus other content and product integrations between the two companies.

The Athletic was founded in 2016 and currently has more than 1 million subscribers around the world. It covers nearly 300 professional sports and collegiate teams and clubs in the US, Canada and the UK.

The two companies said the betting hub will feature sports-betting content with integrated live odds and exclusive offers from BetMGM. There will be betting analysis and original reporting across written, audio and video platforms, they noted.

“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,” Evan Parker, The Athletic’s GM of content operations, said in a statement. “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.”

Matt Prevost, BetMGM’s chief revenue officer, added, “The Athletic has an incredibly engaged and loyal readership and we look forward to introducing their fans to the BetMGM sports betting brand. They also have an outstanding product and through integrations and collaboration, this partnership complements The Athletic's premium offering.”

The BetMGM mobile app is live in 10 states.

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