DraftKings has strengthened its media output announcing a multi-year strategic relationship with audio media company iHeartMedia.

As part of the collaboration, the firm will become the official odds supplier for iHeartMedia’s broadcast, digital, podcast, and social platforms. DraftKings will also co-create and distribute long-form content with iHeartMedia and receive preferred access to its diverse roster of personalities. 

The two firms will also work together on content development opportunities, including show and segment distribution across the media giant’s radio and digital properties and integrations within its live sports broadcasts. 

DraftKings and iHeartMedia will also collaborate on several possible experiential moments for listeners and fans including providing cross-platform interactive games.

Matt Kalish, Co-Founder and President, DraftKings North America, commented: “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.

“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.”

The deal allows DraftKings to leverage iHeartMedia’s SmartAudio suite of data-driven advertising products, enabling fact-based audience planning and targeting optimizations across the media company’s broadcast and digital platform.

Greg Ashlock, CEO of iHeartMedia’s Multiplatform Group, stated: “Even though we are number one in audio sports programming, we continue to build new sports content and DraftKings is an ideal partner as we expand and innovate.

“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.”

DraftKings boosts media engagement with strategic iHeartMedia collaboration