BetMGM recently announced the foundation of a strategic partnership with X, formerly known as Twitter. At the heart of this deal is the designation of BetMGM as the platforms’ exclusive live odds sports betting partner. This is a landmark partnership that hasn’t been replicated before between a social media operator and a sports betting brand. It’s a partnership that has been positively spoken about up to the CEO level at X, but there are limitations to the deal.
The deal will ensure that users of the social media platform in the United States can use BetMGM’s odds to ‘explore markets’ on pro football. Over time, more leagues and sports will be added, and an intuitive betting interface will be added and evolved as time goes on.
‘Sports Never Sleep’
For some, it’s a partnership that’s out of left field. Nobody expected Twitter (now known as X) to form a partnership with one of the US’ biggest betting operators, but here we are. In a statement, the CEO of BetMGM, Adam Greenblatt, said:
‘X is the center of the sports world’s conversation 24 hours a day, seven days a week. 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.’
It’s a new market for BetMGM – and a lucrative one at that. One publication stressed that this move is borne of Elon Musk’s desire to bring everything onto the X platform – and that naturally includes online sports betting. As the US market becomes more open to betting practices, operators will be looking for fresh and innovative ways to target new users – and social media is king when it comes to engagement.
The CEO of X, 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.’
Time will tell how this partnership manifests on the platform.
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