The Athletic and BetMGM launch ‘immersive’ sports activities betting hub

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Digital sports media company The Athletic has named BetMGM as its exclusive sports betting partner in the US market.

The operator will launch a new content vertical on The Athletic called The Athletic Betting Hub. The ‘immersive’ betting hub will feature sports betting content with integrated live odds and exclusive offers powered by BetMGM. This includes betting analysis and original reporting across its written, audio and video platforms.

Evan Parker, The Athletic’s General Manager of Content Operations, commented: “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.

“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.”

In addition, BetMGM and The Athletic’s editorial team will also collaborate across digital and social platforms.

The deal encompasses further product integration of the BetMGM mobile app, which is live in 10 states, and The Athletic’s one million strong subscriber base. Readers have access to 300 professional sports and collegiate teams and clubs across America, Canada and the UK whilst BetMGM recently rolled out its BetMGM Casino in West Virginia.

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

In 2019, The Athletic went live in the UK, unveiling an ad-free US based sports website and recruiting a number of high-profile, established football writers such as Simon Hughes (formerly The Independent), James Pearce (formerly Liverpool Echo) and German football expert Raphael Honigstein (The Guardian and ESPN).