LONDON (ShareCast) - (Sharecast News) - Entain shot higher on Friday afternoon after its US joint venture with MGM Resorts, BetMGM, struck a partnership with social media platform X to become its exclusive live odds sports betting partner.
BetMGM said the "first-of-its-kind partnership between a premier social media brand and a sports betting operator" will integrate BetMGM's odds and branding into X, with each game linking to BetMGM's website and app.

BetMGM chief executive Adam Greenblatt said: "X is 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. We look forward to adding intel and content that enhances the platform's interaction around sports."

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

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."

At 1520 GMT, shares in Entain - which owns Ladbrokes, bwin and Coral - were up 3% at 1,016.50p.

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