America’s third-largest online sports betting chain, BetMGM, recently announced a multiyear deal as the preferred sports betting partner of Audacy, the brand formerly known as Entercom Communications Corporation. The agreement allows for a range of integrated content to be supplied by the online sportsbook brand for Audacy’s network of broadcast sports stations, apps, digital radio platforms and the BetQL Audio Network. The key partnership details also includes customer acquisition opportunities, and talent endorsements across Audacy’s wide array of local and national sports betting content.
The deal was announced the same day that Audacy announced the name change after 50 years as Entercom.
“The name Entercom is no longer fit. We’ve outgrown it,” said David Field, Chairman, President and Chief Executive Officer of Audacy. Field added that the name change better reflects where the company sits in the mind of its consumers and its relationship with them.
It is estimated that Audacy reaches more than 170 million customers each month via its website, app and network of 235 radio broadcast stations across 47 different markets. Its holdings include the twin stations that sports radio fans in New Jersey will know well in WFAN-FM and WFAN-AM in New York, and also includes big stations in large metro markets including WIP-FM in Philadelphia and WSCR-AM in Chicago. Audacy additionally provides the home radio station to 41 professional teams and more than 50 Division 1 collegiate programs, including MLB’s New York Yankees, Boston Red Sox the NFL’s Kansas City Chiefs and the Dallas Cowboys, the NBA’s Chicago Bulls and Golden State Warriors and both the University of Michigan’s NCCAF and NCAAB teams.
BetMGM is the missing piece of the Audacy’s sports programming puzzle
“Audacy is a leader in sports radio, digital audio and now the direct-to-consumer betting analytics space,” remarked Matt Prevost, BetMGM’s Chief Revenue Officer.
“In Audacy, we’ve found a long-term strategic partner that shares our goals, enabling us to further amplify BetMGM’s reach to sports fans through the most trusted audio personalities and sports betting data and analytics platform in their respective markets today. That proved that local connections really mattered and (what) this deal allows us to do is, as every market opens up, it allows us to select the talent that best represents us.” Prevost said, emphasizing that personalizing services for different markets was critical to the BetMGM move.
It is a big audience and BetMGM is ready to bring sports betting content to them, and with Audacy recently purchasing the QL Gaming Group there is more to the deal that immediately meets the eye. Sports data and the interpretation of it into the sports betting space is integral to the information that Audacy’s listeners will be consuming.
Audacy’s President of Sports, Mike Dee says of the BetMGM deal;
“The advent of legalized mobile sports betting has presented an unprecedented opportunity to bring the action closer to the audience than ever before and, as a result, provide our partners with a direct line of sight to tap into an attentive, fully engaged audience of potential sports bettors……In light of our BetQL acquisition and related offerings, we believe this commitment is the latest validation that no other media company offers the wide variety of ways to connect with the sports betting audience the way that we do on a multi-platform basis.”
We’re looking forward to tuning into some Yankees games soon as the MLB season gets into full swing to listen to the coverage and how the BetMGM programming integration unfolds.