BetMGM and the Athletic are teaming up on a sports betting content deal that should hit the up-and-coming operator’s target market quite nicely. After all, the Athletic has over 1 million paid subscribers and covers more than 300 individual teams.

Under the terms of the deal, BetMGM will become the official sports betting partner of the Athletic. On the flip side, the (subscription only) Athletic will be working on a dedicated content portal that caters to those sports fans who also like to put a little skin in the game as they watch from home.

Details of the deal are still a little hazy, but representatives from both the Athletic and BetMGM gushed about the deal in a recent press release.

“BetMGM has pioneered the online gaming industry and as we sought to establish The Athletic as a home for great betting content, we knew there would be no better partner,” gushed Evan Parker, The Athletic’s General Manager of Content Operations. “As we collaborate on this new venture, we share a joint vision for how to seamlessly blend media, analysis and betting into unique, premium experiences for The Athletic subscribers.”

BetMGM’s Chief Revenue Officer Matt Prevost was similarly amped up about the deal saying, “The Athletic has an incredibly engaged and loyal readership and we look forward to introducing their fans to the BetMGM sports betting brand. They also have an outstanding product and, through integrations and collaboration, this partnership complements The Athletic’s premium offering.”

This is just one of many corporate sponsorships that BetMGM has entered into as it pushes to carve out a fat chunk of the newly opened and extremely lucrative regulated US sports betting market.

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