WynnBET enters multi-platform deal with Cumulus Media

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Broadcast, podcast, digital and social elements will highlight the operator’s app.

WynnBET, the mobile sports betting app from Wynn Resorts, and Cumulus Media, a media, advertising and marketing services company, on Wednesday launched a multi-year, multi-platform partnership.

The two companies said the deal, terms of which were not revealed, activates Cumulus Media’s ability to reach more than 250m listeners each month to drive users to the WynnBET app.

WynnBET becomes one of Cumulus Media’s largest advertising and marketing partners, they added, with WynnBET benefiting from the media company’s reach and consumer engagement across multiple touchpoints, including national exposure in Westwood One’s play-by-play programming and endorsements from sports host Jim Rome.

The sports betting app also will receive local connections via advertising on Cumulus’s radio stations, multiple studio sponsorships, and brand endorsements from local personalities; extensive digital exposure via social media, streaming, podcasting, and smart speakers; and on-site events.

In addition, the companies said in a statement they plan to create content that both “entertains listeners and deepens consumer engagement” with the WynnBET brand.

As part of the agreement, WynnBET will leverage Cumulus Media’s targeting technology, which the company said will enable WynnBET to customize multiple brand messages and deliver tailored content to different markets and demographics.

“This partnership with Cumulus Media provides WynnBET the ability to deliver specific, customized messaging to targeted markets throughout Cumulus’s network of hundreds of stations,” Wynn Interactive CEO Craig Billings said in a statement. “In addition, WynnBET will have a significant advertising presence on Westwood One’s nationally syndicated programming, including football pre-game and play-by-play, and we will work with Cumulus to create some exciting, branded content over the life of the partnership.”

Cumulus Media CEO Mary G. Berner added, “With Wynn’s focus on exceptional quality and high-touch customer experiences, we believe WynnBET will be a leader among the sports betting apps, and we are excited to deploy our unique assets to grow its business. The sports betting market is now the fastest growing advertising category, and this innovative partnership solidifies Cumulus’s position in this exciting arena.”

Wynn Interactive is the online gaming division of Wynn Resorts, Ltd., offering a collection of casino and sports betting mobile options. Wynn Interactive products operate under the WynnBET, WynnSLOTS and BetBull brands.

WynnBET is anchored by its eponymous mobile sports and casino betting app that currently is available in New Jersey, Colorado, Michigan, Virginia, Indiana, and Tennessee. The company says it is poised for rapid expansion in 2021, as it has several pending license applications in process. WynnBET is an Authorized Gaming Operator of NASCAR and marketing partner of several NBA and MLB teams.

Cumulus Media’scontent includeslocal programming through 413 owned-and-operated stations across 86 markets, plusnationally-syndicated sports, news, talk and entertainment programming from brands including the NFL, NCAA, Masters, CNN, AP, the Academy of Country Music Awards, and many other partners across nearly 7,300 affiliated stations through Westwood One, the largest audio network in America, and the Cumulus Podcast Network.

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