BetMGM has expanded its reach via a multi-year strategic partnership with the media company Gannett, becoming the preferred online sportsbook and casino partner for USA TODAY Sports.
Through the agreement, the Entain and MGM Resorts International joint venture will supply sports betting odds and betting information to the USA TODAY Network of over 300 digital news and media brands across more than 200 local US markets in 43 states.
Across all USA TODAY Network publications, BetMGM Sportsbook and BetMGM Casino will be listed as a partner on website footers.
Adam Greenblatt, CEO of BetMGM, commented: “BetMGM is proud to partner with Gannett and the USA TODAY Network. Their unrivalled reach at a local and national level enables us to connect with a massive audience.
“By integrating odds and insights seamlessly into Gannett’s content, we’re empowering fans to stay informed and engaged with their favourite teams and games. We look forward to a successful partnership that fuels the excitement of sports betting throughout the football season and beyond.”
Sports betting odds from BetMGM will be integrated into stories and content to share betting odds, moneylines, spreads and over/unders for games, in addition to a BetMGM “Bet Now” feature.
Marketing company Gambling.com Group will also leverage proprietary advertising technology to provide BetMGM sports betting offers and insights to the USA TODAY Network audience and sports enthusiasts in states where online gambling is regulated.
“We are thrilled to announce a re-imagined partnership with BetMGM, a trusted operator in the sports betting landscape,” added Michael Reed, CEO and Chair of Gannett.
“As a best-in-class partner, our goal is to deliver their trusted sports betting information to our audience of more than 44 million sports fans – especially now that football season has kicked off.
“We believe BetMGM complements our existing portfolio of partners and will enable us to drive further audience growth and engagement. We anticipate this collaboration will immediately lead to an increase in the overall monetisation of our content platform.”
Earlier this month, BetMGM launched a new television commercial campaign starring actor and comedian Jamie Foxx to promote the new American football season.
In addition, BetMGM and MGM Resorts renewed their partnership with the American Gaming Association to promote Responsible Gaming Education Month in the US in September.
As part of the collaboration, the GameSense responsible gaming program will be promoted at NFL stadiums “more often and in more prominent venue locations during each game”, providing “positive, transparent and proactive engagements with guests and customers about how to gamble responsibly”.