The Volume secured a partnership with Hard Rock Bet on Wednesday, ending a previous deal between Colin Cowherd’s content arm and online gaming giant DraftKings.
According to a Front Office Sports report, The Volume reached a content partnership deal with Hard Rock Bet making the Florida-based operator the exclusive sportsbook partner of the sports media company. As part of the pact, Hard Rock Bet is also a presenting sponsor for The Volume’s portfolio of podcasts and YouTube shows.
Exact terms of the transaction were not disclosed, but it is a “multi-million dollar” deal. SBC Americas reached out to Hard Rock Digital for comment on the partnership.
Hard Rock Bet and The Volume will also collaborate to host show productions at sporting events across the country and offer new fan activations and experiences for players. The Volume and Hard Rock Bet are also teaming up for betting-focused segments.
DraftKings deal comes to an end
The Volume secured a multiyear deal in September 2023 with DraftKings making the Boston-based operator the presenting sponsor for its audio and video content. DraftKings landed the multi-million dollar partnership as it bolstered its DraftKings Network arm.
Since then, DraftKings Network underwent significant programming changes.
Former NFL players and current media personalities Mike Golic and Mike Golic Jr. left DraftKings Network in January after the content arm declined to renew their contracts. The decision was made by DraftKings to part ways as it shuttered in-house produced shows.
Former ESPN host Pablo Torre also left DraftKings Network, pulling his Pablo Torre Finds Out podcast from DraftKings Network while maintaining his relationship with Meadowlark Media, which renewed its multiyear partnership with DraftKings in May.
Torre attributed sports gambling investigations as a reason for the DraftKings Network exit.
The Volume adds a new sports betting show
The Volume switched gambling partners as it plans to bolster its gambling content.
Earlier this week, Action Network co-founder Chad Millman launched a new betting podcast ahead of a new NFL season that kicks off on Sept. 4 with a game between the Dallas Cowboys and reigning Super Bowl champions Philadelphia Eagles.
The show, Sharp or Square, airs three days a week with two audio and video broadcasts on Sundays during football season. Sharp or Square is co-hosted by Simon Hunter, who also worked at Action Network as an analyst for the Better Collective brand.
The Volume also offers content from sports personality Nick Wright, NBA forward Draymond Green, UFC legend Daniel Cormier and WNBA player Sophie Cunningham.
