Almost Friday will provide content to be delivered across social media, as well as YouTube, Discord, livestreams, podcasts, events, merchandise and newsletters.

As per the terms of the deal, Almost Friday users will be offered access to co-branded promotions, betting opportunities, exclusive merchandise and live events, in conjunction with a media plan delivered across the network.

Almost Friday President and COO Andrew Kenward said: "Sports is a vital pillar of the Almost Friday content ecosystem. As sports betting continues to come online in the US, we know it can be intimidating for the new fan.

“We're excited to work with BetMGM to create content highlighting how to responsibly enjoy the phenomenon sweeping the country.”

Almost Friday has a network of over 25 brands, with an audience of more than seven million followers that provide over 120 million impressions per week.

BetMGM CRO Matt Prevost said: "Elevated, organic content is a key ingredient in our plans for keeping BetMGM’s voice differentiated as a premium online gaming platform. Almost Friday Media is a great partner to help us continue to distinguish ourselves as an industry leader.”

This week, BetMGM extended and expanded its multi-year, cross-platform agreement with SportsGrid.

The partnership will now see BetMGM provide odds and promotions for the entirety of SportsGrid’s Ferrall Coast to Coast broadcast, while SportsGrid lead pro football analyst Warren Sharpe will air live reports from MGM Resorts locations across SportsGrid’s multimedia digital and social platforms.