WynnBET, the online gaming division of Wynn Resorts, on Thursday said it has signed a multi-year, content marketing and affiliate partnership with digital publishing platform Minute Media.
Minute Media is the owner and operator of six global sports and culture brands, including The Players' Tribune, FanSided, 90min, and The Big Lead.
The two parties said WynnBET will access Minute Media's network of owned brands, media personalities, athlete influencers and open technology platform to create story-driven content that introduces WynnBET to an average of 60 million monthly users in the United States.
Minute Media noted it has hundreds of websites integrated into its platform, including one for every major professional sports team.
The two companies said they will collaborate on producing targeted sports, entertainment, and lifestyle video and audio content that educates bettors using insight from WynnBET's bookmakers. Other content will include exploration of sports industry trends, in-depth features, and team and athlete profiles.
Further cross-promotional initiatives will include traditional ads, WynnBET odds integration, social media campaigns and more, officials said.
“Minute Media creates and publishes high quality sports-related content, much of it to avid local audiences, and we are excited about the opportunity to introduce WynnBET to them,” Craig Billings, president of Wynn Resorts, said in a statement. “We also look forward to leveraging our partnership with Minute Media to jointly create compelling new content for distribution through our combined properties.”
Asaf Peled, founder and CEO of Minute Media added: “We are thrilled to be working with WynnBET on this partnership, which will leverage our proprietary technology, robust video distribution and athlete network to drive increased reach and awareness for their business. Together, we look to engage the rapidly growing sports betting audience and to provide them with a unique content experience that they won't get anywhere else.”
Minute Media is the second partnership with a media company for WynnBET, which in February became the official sports betting partner of Blue Wire Podcasts.
The Blue Wire agreement includes the construction of an on-premises podcast studio at Wynn Las Vegas adjacent to its retail race and sportsbook that will host podcast personalities, star athlete guests and live events.