Leading online sportsbook BetMGM has entered into a multi-year partnership with Audacy (formerly Entercom Communications), which has 39 all-sports stations across the US.
Matt Prevost, Chief Revenue Officer at BetMGM commented that with the sports betting industry legalizing on a state-by-state basis, BetMGM hopes the hyperlocal approach can win over customers.
He went on to say that they value the relationship local radio hosts have with their audiences and added that the industry and brand is still state-by-state, so local radio is a great way to connect with local audiences.
Prevost also said that the brand already has working relationships with some of Audacy’s stations, like 97.1 The Ticket in Detroit and BetMGM was second in March handle in Michigan, securing 25% market share.
He said that proved that local connections really mattered and what this deal allows them to do is, as every market opens up, allows them to select the talent that best represents them.
In addition to regular mentions through the airwaves, BetMGM will also offer ‘dynamic content’ and regular new promo offerings to new and existing users listening.
The agreement will also see the two Companies partner on custom BetMGM content and digital assets.
A six-year deal was announced by then-Entercom with FanDuel in October last year with the relationship not being a worry to Prevost as both are ‘preferred sports betting partners’.
Prevost mentioned that it is an enormous company with enormous reach and have a similar relationship that they have, but there is plenty of media and plenty of talent to cover the both of them.
Audacy acquired QL Gaming Group for $32m late last year and has since launched BetQL Audio Network, featuring sports betting content.