BetMGM has finalized an agreement to serve as the sole provider of live odds for sports betting on the social media platform X, formerly recognized as Twitter.
This announcement corroborates a report from Fortune in January and represents a pioneering collaboration between a prominent social media entity and a sports betting operator in the United States. The renowned social media platform, owned by Elon Musk, will now seamlessly integrate BetMGM’s odds and branding into its interface. Each sporting event showcased on the platform will link directly to BetMGM’s website and mobile application.
This strategic partnership coincides perfectly with the upcoming Super Bowl LVIII on Sunday, February 11. Users of X within the US will gain access to BetMGM’s betting odds for professional football, with additional coverage of major professional and collegiate sports anticipated in the near future.
The odds interface on X will offer a streamlined experience, providing users with a direct link to the BetMGM sportsbook for each game. Further enhancements and features will be progressively integrated over the ensuing months.
Linda Yaccarino, CEO of X, expressed:
Sports never rest on X, and with our strategic alliance with BetMGM, fans are practically courtside. We’re bringing sports enthusiasts on X even closer to the heart of the action, enabling them to cheer and now wager on their beloved teams.
Adam Greenblatt, CEO of BetMGM, remarked:
X serves as the epicenter of the sports world’s dialogue 24/7. Having direct access within this platform presents an unparalleled opportunity to broaden our outreach to a fervent and involved audience. We eagerly anticipate enriching the platform’s sports interaction with insights and content.
In a recent development, BetMGM disclosed its annual revenue for 2023, amounting to €1.96 billion, reflecting a substantial 36% surge compared to the previous year. Despite this growth, the brand has observed a decline in market share to industry leaders FanDuel and DraftKings throughout the year. By the end of 2023, BetMGM held an estimated 14% share across the sports betting and iGaming sectors.
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