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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.
