DraftKings has entered into a multi-year strategic partnership with US audio network iHeartMedia.
Under the deal, DraftKings will serve as the official odds supplier for iHeartMedia broadcast, digital, podcast and social platforms for its sports radio and podcast networks.
DraftKings will be able to co-create and distribute long-form content with iHeartMedia and receive preferred access to iHeartMedia’s full roster of personalities.
The deal also sets out how DraftKings will have the opportunity to leverage iHeartMedia’s SmartAudio suite of data-driven advertising products, allowing for fact-based audience planning and targeting optimizations across iHeartMedia’s broadcast and digital platform.
In addition, DraftKings and iHeartMedia will collaborate on a range of content development opportunities, including the distribution of shows and segments across iHeartMedia’s radio and digital properties and integrations within iHeartMedia’s live sports broadcasts.
Collaboration will also include experiential opportunities for listeners and fans, such as cross platform interactive games.
“Customer engagement remains a primary focus for DraftKings, and this latest agreement with iHeartMedia amplifies our reach immensely to a dedicated audience that spans more than 160 markets across the country with the largest audio company in the US,” DraftKings North America co-founder and president Matt Kalish said.
“Analytically tapping into iHeart’s coveted listenership while powering authentic betting content is a landmark moment for both organizations and precursor to new possibilities in media innovation.”
iHeartMedia’s Multiplatform Group chief executive Greg Ashlock added: “DraftKings is a premier sports technology and entertainment company that provides millions of customers with the best in real-money gaming products along with exceptional safety and security through various responsible gaming measures.
“We look forward to a long and fruitful partnership everywhere sports betting is permissible.”