Gaming Society links up with NBC Sports in new content partnership
Education and advocacy platform aiming to champion female athletes and improve betting markets on women’s sports
Gaming Society has agreed a content-engagement-led partnership with US sports broadcaster NBC Sports’ women’s sports-geared On Her Turf brand.
Under the partnership, the duo will collaborate on editorial initiatives on both NBC Sports and dedicated On Her Turf digital platforms, with NBC Sports’ betting site NBC Sports EDGE featuring Gaming Society content.
On Her Turf content will also feature prominently on Gaming Society’s Bet on Women newsletter – a weekly email highlighting influential female athletes – while also pushing for equitable betting markets on women’s sports.
In addition to the content element, On Her Turf will be the exclusive distribution partner of Gaming Society’s popular See You in the Lobby series, hosted by Gaming Society and a collaboration between WNBA journalist Matt Ellentuck and former WNBA All Star Marissa Coleman which celebrates women’s basketball.
Additionally, Gaming Society talent and personalities will regularly feature on NBC Sports EDGE platforms with the aim of providing commentary and analysis geared towards women’s sports-focused sports wagering.
Gaming Society founder and CEO Jaymee Messler highlighted the partnership as an example of the confluence of interest in women’s sports and sports betting in the US.
“Awareness and excitement around women’s sports continues to grow, making the need for betting education and access to betting lines and opportunities greater than ever,” Messler said.
“Legalized sports wagering has proven to be a driver for engagement across sports, and we look forward to working with NBC Sports to showcase the wide array of voices and storylines in women’s sports while also empowering the next generation of women athletes,” she added.
Messler’s remarks were echoed by her opposite number, NBC Sports Group senior VP of consumer engagement Lyndsay Signor, who likewise welcomed the partnership.
“We are excited to partner with Gaming Society as On Her Turf continues to engage with women in sports at all levels,” Signor said.
“With more women playing, watching, and betting on sports than ever before, this is an ideal time to kick off the partnership,” she added.