BetMGM, the sports betting and iGaming operator, formally announced it has forged a strategic partnership with X (formerly Twitter), becoming the social media platform’s exclusive Live Odds Sports Betting partner.?

As reported by Entain on Friday, the partnership is the first-of-its-kind between a premier social media brand and a sports betting operator that will integrate BetMGM’s odds and branding into X, with each game linking to BetMGM’s website and app.

The partnership initially gave users in the United States access to the latest betting odds on professional football.

Entain quoted BetMGM CEO Adam Greenblatt saying, “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,” Greenblatt added.

As for X, the partnership means bringing sports closer to their user.

“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,” X CEO Linda Yaccarino said in a statement.

In January, X shared it had penned a deal with BetMGM, signaling a strategic move into the realm of sports betting integration on the social media platform.

As of December 2023, BetMGM held a 17 percent market share in U.S. online sports betting, securing the third-largest position in the competitive U.S. sports betting industry, trailing behind DraftKings and FanDuel. BetMGM is a partnership between MGM and Ladbrokes parent company Entain.

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