The Athletic and BetMGM join forces to create new content vertical

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Digital sports media firm The Athletic has appointed BetMGM as its exclusive US sports betting partner in an agreement which includes the creation of a new content vertical, The Athletic Betting Hub, as well as further in-depth content and product integrations between the two companies.

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

With more than one million subscribers around the world, The Athletic’s readers have access to coverage of nearly 300 professional sports and collegiate teams and clubs in the US, Canada and the UK. An editorial team of more than 400 full-time writers has produced thousands of articles and contributes to more than 100 podcasts.

Matt Prevost, BetMGM’s Chief Revenue Officer, said: “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 Athletic’s 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. 

The two organizations will also collaborate across digital and social platforms to create an immersive betting experience for sports fans.