MGM Resorts Signs Deal with Audacy
BetMGM has signed a strategic partnership deal with Radio Group Audacy
Swiftly following its official name change announcement, Audacy (formerly Entercom Communications) revealed they had signed a multi-year deal with BetMGM. The sports betting and gaming platform is now officially a preferred sports betting partner. The agreement sees BetMGM pair up with Audacy’s audio market. According to a press release, this includes sports broadcast stations, the BetQL Audio Network, and the Audacy and Bet QL apps and digital platforms. Entercom Communications had already announced early Tuesday that it was changing its brand name to Audacy effective immediately.
As per the terms of the agreement, there will be integrated content across all of Audacy’s broadcast sports stations. Additionally, there will be talent endorsements across Audacy’s local and national sports betting content and customer acquisition opportunities.
News of this partnership comes after numerous recent deals which Audacy has made in the sports betting industry. Other such deals include the purchase of iGaming affiliate and sports data platform QL Gaming Group, the BetQL Audio Network launch, and another agreement with FanDuel.
Mike Dee, president of sports for Audacy, said the introduction of legalized sports betting “has presented an unprecedented opportunity to bring the action closer to the audience.” Consequently, Dee stressed that they can provide their partners with a direct line and opportunity to “tap into an attentive, fully engaged audience of potential sports bettors.” Dee added that they are “proud to partner with BetMGM” and was keen to thank the sports betting company for their confidence and trust.
Dee also commented on their other recent acquisitions, such as BetQL and other offerings. He said that this latest partnership is proof that “no other media company offers” the wide range of ways to connect with a sports betting audience the way they do across multiple platforms.
Audacy owns and operates 39 all-sports stations across the country. Some of these include SportsRadio 94WIP (WIP-FM) in Philadelphia and 670 The Score (WSCR-AM) in Chicago. Additionally, it operates as the flagship home of 41 professional teams and more than 50 Division I college programs.
Matt Prevost, chief revenue officer of BetMGM, described Audacy as a “leader in sports radio, digital audio and now the direct-to-consumer betting analytics space.” He believes BetMGM has found a “long-term strategic partner that shares our goals” and that the deal will “further amplify BetMGM’s reach to sports fans.”
BetMGM are on a marketing mission and this is one of many deals they have signed in the past 12 months. They have also partnered up with Germansy Borussia Dortmund, TopGolf, and the Philadelphia 76ers.
Sports Betting Deals Already in Place
When operating under the title of Entercom in October last year, the company announced a six-year partnership with FanDuel, naming the sports betting platform as its official sportsbook partner. The deal covers the company’s sports broadcast stations and RADIO.COM, a digital audio platform.
This agreement delivers FanDuel’s sports betting content and knowledge to fans via integration across the sports audio platforms. A couple of weeks after the FanDuel deal was announced, the radio company expanded its sports betting reach by acquiring QL Gaming Group for $32 million.
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