iHeartMedia and DraftKings have announced a multi-year strategic relationship, making DraftKings the official odds supplier for iHeartMedia’s broadcast, digital, podcast, and social platforms.

As part of the agreement, DraftKings is now able to co-create and distribute long-form content with iHeartMedia and will receive preferred access to iHeartMedia’s full roster of diverse personalities.

DraftKings and iHeartMedia will collaborate around a wide range of possible content development opportunities, including the distribution of shows and segments across the media giant’s radio and digital properties and integrations within iHeartMedia’s live sports broadcasts.

DraftKings and iHeartMedia will also collaborate on a number of possible experiential opportunities for listeners and fans including providing cross platform interactive games.

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“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,” Greg Ashlock, CEO of iHeartMedia’s Multiplatform Group, said.

DraftKings has the opportunity to leverage iHeartMedia’s SmartAudio suite of data-driven advertising products. The data integration would enable fact-based audience planning and targeting optimizations across iHeartMedia’s broadcast and digital platform, including its more than 270 million monthly consumers on its broadcast platform alone providing DraftKings with national exposure and at the same time reaching local audiences with a tailored approach.

“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,” Matt Kalish, Co-founder and President of DraftKings North America, said.