US sports betting operator BetMGM has continued the expansion of its content, through a new partnership with Cheddar News. 

Building on its ‘King of the Live Dealer’ campaign and ‘Unleashed’ podcast, the collaboration will see the operator and digital-first news network launch Cheddar Bets, a weekly program that will explore the intersection of sports betting and financial markets.

The partnership between the two companies also establishes BetMGM as the exclusive sports betting partner of Cheddar News.

Liam Roecklein, SVP & General Manager, Cheddar News, stated: “Cheddar News is focused on what’s next in the worlds of tech, science, innovation, and reaching the modern and always-online news consumer.

“Now, together in partnership with BetMGM, Cheddar Bets will dive deep into the world of sports betting and its effect on sports, technology, financial markets, regulation and more, all while highlighting the community that has changed the game and continues to drive the sports betting industry forward.”

Cheddar Bets will broadcast from a custom-built BetMGM studio in New York, airing on Thursdays at 4:30 pm ET on Cheddar News, and premiering on August 19.

The show will examine the weekly sports calendar through the lens of sports betting and its impact on Wall Street. It will also provide insider access to intel from BetMGM’s oddsmakers

Matt Prevost, Chief Revenue Officer, BetMGM, added: “As BetMGM continues to invest in innovative sports betting content, we’ve found a great partner in Cheddar News. Through Cheddar Bets, we’ll provide informative and entertaining programming to engage new audiences.”