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BetMGM has sealed a deal to become the exclusive live odds sports betting partner of social media site X, formerly known as Twitter.

The announcement confirms a January story by Fortune and marks a first-of-its-kind partnership between a leading social media brand and a US sports betting operator.

The Elon Musk-owned social giant will now integrate BetMGM’s odds and branding into X, with each game linking to BetMGM’s website and app.

The partnership arrives just in time for Super Bowl LVIII on Sunday 11 February.

“X is the centre of the sports world’s conversation 24 hours a day, seven days a week,” said BetMGM CEO Adam Greenblatt.

“Being directly accessible within that forum is an unprecedented opportunity to expand our reach to a passionate and engaged audience.

“We look forward to adding intel and content that enhances the platform’s interaction around sports,” he added.

X users in the US will now be able explore BetMGM betting odds on pro football, with other major professional and college sports expected to follow in the coming weeks.

The X odds interface will provide a clickthrough for each game to the BetMGM sportsbook, with functions to be continuously integrated over the coming months.

X CEO Linda Yaccarino said: “Sports never sleep on X and now with our strategic partnership with BetMGM, fans are practically in the front row.

“We’re bringing sports fans on X even closer to the action so they can cheer, and now bet, on their favourite teams,” she added.

Earlier this week, BetMGM reported full-year 2023 revenue of €1.96bn, a 36% increase on 2022.

However, the brand has leaked market share to leaders FanDuel and DraftKings this year, ending 2023 with an estimated 14% share across sports betting and iGaming.

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