BetMGM, Audacy ink multi-year strategic partnership


Deal includes integrated content on broadcaster’s sports stations.

BetMGM on Tuesday said it has signed a multi-year deal with Audacy, formerly Entercom Communications Corp.

The company said BetMGM will be a preferred sports betting partner of Audacy across its sports broadcast stations, the Audacy and Bet QL apps and digital platforms, and the BetQL Audio Network.

The deal includes integrated content across Audacy's broadcast sports stations, customer acquisition opportunities, and talent endorsements across Audacy's local and national sports betting content.

As a result, BetMGM said its sports betting content will be heard by millions of sports fans across the country.

Audacy continues to expand its presence in the sports betting space. It recently acquired sports data and online gaming affiliate platform QL Gaming Group, and launched the BetQL Audio Network.

“Audacy is a leader in sports radio, digital audio and now the direct-to-consumer betting analytics space,” Matt Prevost, BetMGM’s chief revenue officer, said in a statement. “In Audacy, we have found a long-term strategic partner that shares our goals, enabling us to further amplify BetMGM’s reach to sports fans through the most trusted audio personalities and sports betting data and analytics platform in their respective markets today.”

Mike Dee, president of sports for Audacy, added, “The advent of legalized mobile sports betting has presented an unprecedented opportunity to bring the action closer to the audience than ever before and, as a result, provide our partners with a direct line of sight to tap into an attentive, fully engaged audience of potential sports bettors. In light of our BetQL acquisition and related offerings, we believe this commitment is the latest validation that no other media company offers the wide variety of ways to connect with the sports betting audience the way that we do on a multi-platform basis.”

The BetMGM mobile app is available in 10 states.

Audacy owns and operates 39 all-sports stations across the US. Its broadcast portfolio reaches nearly 30 million sports fans monthly. It is the flagship home of 41 professional teams and more than 50 Division I collegiate programs, including the New York Yankees and Boston Red Sox, Dallas Cowboys and Kansas City Chiefs, Golden State Warriors and Chicago Bulls, and University of Michigan and University of Oregon.

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