While DraftKings and FanDuel continue to sponsor scores of podcasts and shows across digital media, Colin Cowherd’s content network The Volume is going with a different betting partner. 

The Volume has forged a multimillion-dollar partnership deal with Hard Rock Bet, Front Office Sports has learned.

The deal makes Hard Rock the new presenting sponsor and exclusive sportsbook partner for The Volume’s fleet of podcasts, YouTube shows, and social platforms, including The Colin Cowherd Podcast and What’s Wright? With Nick Wright.

The Volume was previously partnered with DraftKings.

Through its alliance with the Seminole Tribe, Hard Rock Bet is the only legal sportsbook in the state of Florida, with a population of over 20 million people.

As part of the deal, Hard Rock Bet sportsbook branding will be integrated across all Volume podcasts and YouTube episodes. The Volume and Hard Rock plan to collaborate on new shows and original video content, including on-site productions at major sporting events. There will also be dedicated sports-betting segments, live shows at Hard Rock casinos, watch parties, tournaments, and exclusive experiences for Hard Rock Bet bettors.

Founded by Cowherd in 2021, The Volume has grown to over 20 shows, generating 1.5 billion monthly impressions across platforms. 

“The Volume has always been about delivering smart, authentic conversations for sports fans,” Cowherd told FOS in a statement. “Partnering with Hard Rock Bet allows us to take that to the next level–integrating betting, content, and live experiences in ways that feel natural, entertaining, and fresh.” 

Edward Hartman, the former PointsBet U.S. chief who joined Hard Rock as managing director of corporate development, said the combination of integrated betting content with live shows will “bring fans closer to the action.”

Earlier this week, The Volume grew in the gambling space as Chad Millman, who was a co-founder of Action Network and previously the editor-in-chief of ESPN.com and ESPN the Magazine, launched a new show, Sharp or Square, with co-host Simon Hunter.

Hard Rock is taking over the Mirage property on the Las Vegas strip with a new casino/resort under construction. It is also partnering with Mets owner Steve Cohen in an attempt to build an $8 billion casino complex next to Citi Field in Queens.  

Mockery of Bill Belichick’s Monday night flop has been brutal, and shows no sign of letting up. 

With Chapel Bill’s UNC getting curb-stomped 48-14 by TCU, Belichick’s humiliating college football debut on ESPN is drawing some of the worst critical reviews since LeBron James’s The Decision or ABC’s Cop Rock. 

The night began with such promise. Arguably the greatest coach in NFL history—with six Super Bowl trophies—made his long-awaited college football debut with UNC luminaries Michael Jordan, Lawrence Taylor, and Roy Williams looking on. Belichick’s Tar Heels offense went right down the field for a 7-0 lead. Then the proverbial roof caved in. 

TCU took complete control, reeling off 41 unanswered points. When Kevorian Barnes of the Horned Frogs raced downfield for a 75-yard TD on the first snap of the second half, ESPN’s Damien Woody said he turned off his TV: “I knew it was night-night, Chapel Bill.” And the ridicule of the 73-year-old coach—and his 24-year-old girlfriend/manager Jordon Hudson—began in earnest.

On X/Twitter, Jason Whitlock asked whether Hudson was entering the “transfer portal” after the debacle. Richard Deitsch of The Athletic noted the whole night was “such a disaster” that it should have starred Paul Newman, Steve McQueen, and Faye Dunaway from The Towering Inferno. The NFL Memes Twitter account tweeted to its 1.5 million followers: “Bill Belichick’s girlfriend Jordon Hudson has left the UNC game at halftime in order to make it home for bedtime.” And what was Hudson doing talking to Belichick on the sidelines, asked multiple Twitter critics? As Sports Illustrated’s Pat Forde asked on Twitter: “Not sure what the Vegas odds were on a Jordon pregame sideline sighting, but if you bet it, cash your ticket.”

The only team that had a better night than TCU was the school’s whip-smart social media squad, cracked ESPN’s Mike Greenberg, who bodied their counterparts in Chapel Hill all night long. When UNC Football touted the program’s upcoming reality show on Hulu, TCU deadpanned: “When does episode one come out?” Belichick shouldn’t shoulder all the blame for a roster that underwent massive changes. The problem was the massive media hype heading into the telecast. 

This was touted as a coronation, not a humiliation. When the Tar Heels were trounced, even the cheerful balloons surrounding Belichick’s post-game podium came in for withering criticism. On Twitter, Tom Pelissero of NFL Network described it as the “tackiest postgame press conference setup in football history.”

What happens next? As the ACC’s primary rights holder, ESPN is poised for a TV ratings windfall this fall, possibly televising 8 to 10 of UNC’s 12 regular-season games. But they need to win. If their season tanks, a Deion Sanders–esque TV bonanza could never materialize. But never fear. There are still millions of football fans whose teams, particularly in the AFC, were humiliated by Belichick and Tom Brady’s Patriots for years. They might hate-watch UNC games just to see the arrogant Hoodie humbled.

The silver lining for Belichick? He’s not the only one who was embarrassed during college football’s opening weekend. On ESPN’s First Take, Stephen A. Smith and Rich Eisen debated who had a worse weekend: Belichick, losing Texas quarterback Arch Manning, or former juggernaut Alabama, which fell 31-17 to Florida State. Smith noted a struggling UNC wasn’t able to complete a pass for over two hours of TV time. 

“I don’t give a damn how outmatched you are on a football field. It doesn’t explain that kind of ineptitude,” said Smith. 

Hard to argue with the man.

Former ESPN SportsCenter anchors Stan Verrett and Neil Everett recently announced that they will be launching a new show, beginning Sept. 9, airing live on Twitch before being distributed across YouTube and podcast platforms like Apple and Spotify.

While Verrett and Everett had chemistry while narrating ESPN’s flagship news-and-highlights program—together from 2009-23, with Verrett continuing until this past summer—it is a peculiar decision to focus on Twitch, given their own content history at ESPN as well as what traditionally has succeeded on the Amazon-owned streaming platform.

The programs that do best on Twitch are “in-real-life” streaming, meaning when creators take their viewers on a voyage and showcase their adventures to the world. Twitch has also been a platform where gamers can garner an audience. However, it is not a platform known for standard sports-talk content. 

Studbudz, for example, which launched on Twitch in June, features WNBA duo Courtney Willliams and Natisha Hiedeman giving the audience a glimpse into their lives. It has more than 78,000 followers.

A spokesperson for Twitch confirmed to Front Office Sports that the former SportsCenter anchors are not being paid for their show to air first on its platform, beyond the money that Twitch pays creators for driving engagement. 

Verrett’s agent, Sandy Montag, told FOS, “I wouldn’t be surprised if other distribution partners step up to the plate in the future.”

One key adjustment Verrett and Everett will need to make: they’ll be commenting more casually on events, compared to SportsCenter where they were traditional anchors. They will also have to adapt to not having the extensive highlight rights and instead must rely on “fair use” rights.  

Steve Smith Sr. is becoming teammates again with Cam Newton.

Smith is moving his podcast/YouTube program to Blue Wire Podcasts, which offers shows by ex-athletes such as Newton, Dwight Howard and Penny Hardaway.

Blue Wire founder and CEO Kevin Jones tells Front Office Sports that he signed a multiyear deal for the ex-Panthers wide receiver’s podcast, The 89 Show, which has 173,000 followers on YouTube. The show is co-hosted by NFL insider James Palmer of Bleacher Report and The Athletic. Financial terms of the deal were not disclosed. 

Smith and Newton plan to make guest appearances on each other’s shows, according to Jones. Looking ahead, he wants to ramp up marketing and distribution for The 89 Show, which blends Smith’s expertise as a 16-year NFL veteran with Palmer’s insider knowledge. As part of the deal, the 46-year-old Smith bought back his podcast’s IP rights from Underdog. Smith, who was in the news recently due to a lawsuit, also serves as a TV analyst for NFL Network. 

“Steve has always been one of the most authentic voices in football, and The 89 Show reflects exactly that,” Jones says. “We’re ready to provide Steve and James with the resources to grow their content business and connect with fans on a deeper level.”

Added Smith in a statement to FOS: “Football fans know me as someone who doesn’t hold back and consistently brings unfiltered and straightforward takes. Blue Wire gives The 89 Show an enhanced platform to continue bringing James’ and my perspective to an expanded audience with new distribution. Fans can count on The 89 Show to be honest, direct, and entertaining.”

Newton’s production company, Iconic Saga, initially teamed up with Blue Wire in May 2024. The business partners extended their deal for Newton’s 4th&1 show this year, with Blue Wire forging a long-term agreement for ad sales and sponsorships.

With Shannon Sharpe out at ESPN after a series of lawsuits, Newton, 36, is taking his role on Stephen A. Smith’s popular First Take, FOS reported last week.