Just before the Super Bowl on Feb. 9, BetMGM announced a partnership with social media giant X (formerly Twitter), making the Jersey City-based sports betting and iGaming operator the platform’s exclusive Live Odds Sports Betting partner.

As part of this first-of-its-kind collaboration between a premier social media brand and a sports betting operator, BetMGM will integrate its odds and branding into X.

Each game will link to BetMGM’s website and app. X users can also explore BetMGM’s latest betting odds with an interface aimed at creating a seamless experience.

In addition to pro football, each of the major professional and college sports leagues are expected to follow in the coming weeks, according to a press release.

BetMGM CEO Adam Greenblatt says that X is at the center of the sports world’s conversation – 24 hours a day, seven days a week.

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

“Sports never sleep on X and now with our strategic partnership with BetMGM, fans are practically in the front row,” said Linda Yaccarino, X CEO. “We’re bringing sports fans on X even closer to the action so they can cheer, and now bet, on their favorite teams.”

BetMGM stresses that responsible gaming is a major focus as it expands into new markets. The company pointed to efforts such as GameSense, which it says complements already existing responsible gaming tools to provide customers with an entertaining and safe digital experience.

According to company leaders, the integration of this strategic partnership will continue to evolve and grow in functionality over the next few months.

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

Star power

Several New Jersey-based companies took advantage of the hype surrounding football’s biggest night. Click here to see which brands made an appearance in between the action on field.