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DraftKings and iHeartMedia Partner on Official Ratings for Audio and Multimedia Distribution


The sports betting giant will become the official odds provider for the company’s stations and will now co-create and distribute content with the company’s broadcast, digital, podcast and social platforms for 160 U.S. markets. DraftKings will also have privileged access to iHeart personalities, collaborate on experiential opportunities for listeners and fans, and leverage iHeart’s suite of advertising products.

iHeartMedia and DraftKings have signed a new multi-faceted strategic agreement, whereby sports betting giant to become official odds provider for the company’s stations in addition to 160 markets across the country.

The deal, announced on Wednesday, encompasses iHeartMedia’s broadcast, digital, podcast and social platforms. In addition, as part of the agreement, the sports betting operator is now able to co-create and distribute long-form content with the mass media company, and will have “privileged access” to the full list of various personalities at iHeartMedia.

What’s more, the two sides will collaborate around “a wide range of possible content development opportunities”, according to a press release. These include the distribution of shows and segments through the media giant’s radio and digital properties, and integrations into iHeartMedia’s live sports broadcasts.

Additionally, DraftKings and iHeartMedia have also agreed collaborate on a number of possible experiential opportunities for listeners and fans, including the provision of multi-platform interactive games.

“We continue to create new sports content and DraftKings is an ideal partner as we grow and innovate,” said Greg Ashlock, CEO of iHeartMedia’s Multiplatform Group. “We look forward to a long and successful partnership wherever sports betting is permitted.”

DraftKings Now Has the Option to Leverage iHeartMedia’s SmartAudio Suite of Data-Driven Advertising Products. This would allow for fact-based audience planning and targeting optimizations on iHeartMedia’s broadcast and digital platforms.

As a result, the sports betting operator would benefit from national exposure while reaching a local audience with a tailor-made approach. iHeartMedia has over 270 million monthly consumers on its delivery platform alone.

“Customer engagement remains a priority for DraftKings, and this latest agreement with iHeartMedia greatly amplifies our reach to a dedicated audience that spans over 160 markets across the country with the largest audio company in the United States,” said declared Matt Kalish, Co-Founder and President, DraftKings North America.

Tapping into iHeart’s audience has been described as a ‘historic’ moment for both organizations by Kalish, who says this could lead to “new possibilities” in media innovation. iHeartMedia currently hosts the largest sports audio network in the United States, with products across broadcast, streaming, digital, podcast, and experience.

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