Dive Brief:
- BetMGM is now the exclusive live sports betting partner for X (formerly Twitter), according to a press release.
- Odds information and branding from BetMGM are being integrated into X, with games linking back to the betting platform’s app and website. Pro football is the first to be integrated, with additional professional and college sports expected to be added soon.
- The partnership comes as online sports betting grows in popularity, and as X seeks to rebuild its reputation as an advertising platform. The partnership also leans into X owner Elon Musk’s idea of an “everything app,” which moves the service beyond a social media platform into more commercial areas.
Dive Insight:
BetMGM is looking to leverage X users to support its sports betting services. The timing of the announcement, just days before Super Bowl LVIII, reflects the big game’s connection this year to betting mecca Las Vegas, where it was played. The partnership also speaks to how betting has become a bigger part of the professional football conversation in recent years.
With X being a big hub of real-time sports-related conversations, BetMGM hopes to capitalize on that built-in audience. Additionally, the partnership allows X users to access another service, which could be key as Musk attempts to broaden the appeal of the platform. X has faced a number of challenges in recent months, including the departure of both users and advertisers as its path forward remains unclear. Last week, X also announced a content deal with wrestling organization WWE.
"X is the center of the sports world's conversation 24 hours a day, seven days a week," said BetMGM CEO Adam Greenblatt in a statement. "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."
Sports betting has become more popular since a federal ban was dropped, with a growing number of states now offering legalized sports betting. Companies such as DraftKings and FanDuel have looked to brand partnerships to increase participation and awareness. BetMGM’s partnership with X looks to keep the betting platform relevant beyond pro football.
