BetMGM have continued their campaign of media partnerships, announcing an exclusive sports betting partnership with The Athletic, a premium, subscription-based sports website. The companies announced their collaboration in a January 28 press release.

As part of the deal, The Athletic will have a new content vertical dedicated to the collaboration called the Betting Hub, as well as offer in-depth content and product integrations.

“BetMGM has pioneered the online gaming industry and as we sought to establish The Athletic as a home for great betting content, we knew there would be no better partner,” said Evan Parker, The Athletic’s General Manager of Content Operations. “As we collaborate on this new venture, we share a joint vision for how to seamlessly blend media, analysis and betting into unique, premium experiences for The Athletic subscribers.”

Matt Prevost, BetMGM’s Chief Revenue Officer, explained why The Athletic appealed to them as a partner, “The Athletic has an incredibly engaged and loyal readership and we look forward to introducing their fans to the BetMGM sports betting brand. They also have an outstanding product and, through integrations and collaboration, this partnership complements The Athletic’s premium offering.”