BetMGM scores “unprecedented” exclusive sports betting deal with X
MGM Resorts and Entain JV to become social media platform’s sole live odds sports betting partner in “first-of-its-kind” tie-up
The post BetMGM scores “unprecedented” exclusive sports betting deal with X first appeared on EGR Intel.
BetMGM has announced a strategic partnership with X, formerly known as Twitter, that will see the North American operator become the social media platform’s exclusive live odds sports betting partner.
The deal, labelled a “first-of-its-kind”, will see BetMGM’s odds and branding integrated into Elon Musk-owned X, with each game linking to the operator’s website and app.
BetMGM described the deal as an “unprecedented connection” between social media and sports betting, although users won’t be able to bet directly through X.
“X is the centre of the sports world’s conversation 24 hours a day, seven days a week,” said BetMGM CEO Adam Greenblatt.
“Being directly accessible within that forum is an unprecedented opportunity to expand our reach to a passionate and engaged audience.
“We look forward to adding intel and content that enhances the platform’s interaction around sports.”
The company revealed that X users in the US can explore BetMGM’s latest odds for pro football, with all the professional and college sports expected to follow suit in the “coming weeks”.
The partnership comes just days before the biggest sporting event of the year: Super Bowl VIII in Las Vegas between the Kansas City Chiefs and the San Francisco 49ers.
BetMGM said the odds interface provides an “easy clickthrough” for each game, creating a “seamless experience,” while the integration will continue to evolve over the coming months.
X CEO Linda Yaccarino said: “Sports never sleep on X and now with our strategic partnership with BetMGM, fans are practically in the front row.
“We’re bringing sports fans on X even closer to the action so they can cheer, and now bet, on their favorite teams.”
Confirmation of the partnership comes after Fortune first broke the story in January that BetMGM and X had struck an exclusive deal.
Musk paid $44bn for Twitter in 2022 before rebranding the company to X and promising to turn it into a free speech platform. However, the business was worth around $19bn in October 2023.
Yesterday, 8 February, BetMGM posted a 36% year-on-year rise in full-year 2023 revenue to $1.96bn (£1.55bn).
The operator – a JV between land-based casino giant MGM Resorts International and Entain – said it has a 14% share of the US online sports betting and igaming market, and 22% in Ontario.
The post BetMGM scores “unprecedented” exclusive sports betting deal with X first appeared on EGR Intel.
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