BetMGM to Partner with Cheddar to Launch Sports Betting Show
Market-leading sports betting operator BetMGM teamed up with digital news network Cheddar News to launch a weekly betting-themed show titled Cheddar Bets. Cheddar Bets aims to explore the intersection of sports betting and the financial world as a weekly program offering.
In addition to Cheddar Bets, the agreement makes the New Jersey-based MGM the exclusive betting partner of the show supplying all the sports betting lines that will get quoted on Cheddar News.
Cheddar News Audience
Cheddar News is available on Hulu, YouTube Tv, Pluto, and Samsung TV+ and also can be found on most cable networks including DirecTV and Dish Network. The brand is owned and operated by Altice USA and is part of the Altice group.
The Altice Group acquired Cheddar News for $200 million in 2019. According to AdAge, Cheddar is available in 40 million homes with average monthly video views of 40 million.
Cheddar News is mainly focusing on the world of FinTech, science, and innovation. According to General Manager Liam Roecklein, their userbase consists of modern, always-online consumers.
With Cheddar Bets, the channel will dive deep into the world of sports betting, exploring not just the technicalities, but the regulations and communities around it as well. The show will also cover innovations in gambling technology in general and the different financial markets as well.
Cheddar Bets will be broadcast from a newly built BetMGM studio in New York. Airing Thursdays at 4:30 p.m. ET, the show will cover the weekly sports betting calendar seen through the eyes of serious sports bettors. BetMGM also aims to provide insider access to the world of sportsbooks by showing viewers how day-to-day operations and market-making works.
Matt Prevost of BetMGM stated that Cheddar Bets is the logical next step as BetMGM continues to invest in innovative sports betting content that is both entertaining and engaging to modern audiences.
As the brand expands to new and unexplored areas, responsible gaming education remains a focus, providing resources to help users play responsibly. BetMGM is aiming to use the Cheddar News platform to further its efforts to promote responsible gambling.
A Wave of SportsBook/Media Partnerships
The BetMGM/Cheddar deal is the latest in a long line of sportsbook/media partnerships. This obviously started with Penn National Gaming and Barstool, sparking 888 Sports to sign a deal with Sports Illustrated in June and Tipico to sign a deal with USA Today in July.
The Penn and 888 deals included branded sportsbooks (Barstool SportsBook and SI SportsBook), both Tipico and BetMGM signed deals to essentially become the exclusive odds provider for their respective partners. With the only difference there being that BetMGM will broadcast a weekly betting show on Cheddar.