BetMGM, The Athletic Launching Exclusive Multiyear Partnership

The Athletic is getting into the sports betting marketplace, signing a multiyear deal that makes BetMGM the site’s exclusive betting partner in the U.S. The partnership will lead to a sports betting vertical that the site is launching today. Initially, the “Betting Hub” will feature live odds, betting lines and BetMGM offers integrated within its sports betting content. The deal will not result in display ads, a distinction that was important to the subscription-based site. The Athletic GM/Content Operations Evan Parker said, "You’re not going to see banner ads within The Athletic app. The BetMGM brand integration is going to be subtle."

Execs from The Athletic met with all the relevant sports betting groups before deciding on BetMGM, which also has a partnership with Yahoo Sports. The two companies have been in exclusive talks since July. Read more in SBJ Media.