Steve Wynn, Mary Berner Bet On A Partnership

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It’s a new way to bet on Sports. And, it’s so attractive that it’s led Cumulus Media to become the latest owner of broadcast radio stations to delve into the potential riches of the athletically focused gaming and wagering world.


Wynn Resorts’ WynnBET mobile sports betting app from Wynn Resorts is now at the heart of a multi-year, multi-platform partnership with Cumulus.

The pact “activates” Cumulus’ ability to reach “more than 250 million listeners each month” to drive users to the WynnBET app.

Under the terms of the deal, WynnBET becomes one of Cumulus Media’s largest advertising and marketing partners.

That news didn’t immediately excite investors, with CMLS down 2.1% to $11.72 just before 11am Eastern on Wednesday (7/28).

As Wynn sees it, WynnBET benefits from the “massive reach and strong consumer engagement” seen by Cumulus’ stations and its Westwood One national radio business.

Endorsements from Jim Rome are in the works; “local connections” via advertising on Cumulus’ radio stations, multiple studio sponsorships, and brand endorsements from local personalities are on the way.

Cumulus Media will also be actively promoting WynnBET across its social media, streaming, and podcasting platforms and at remote events stations may be planning.

There’s more: the companies plan to create content “that both entertains listeners and deepens consumer engagement with the WynnBET brand.”

As part of the agreement, WynnBET a national rollout based on local laws pertaining to the permittance of online sports wagering.

“With Wynn’s focus on exceptional quality and high-touch customer experiences, we believe WynnBET will be a leader among the sports betting apps, and we are excited to deploy our unique assets to grow its business,” Mary Berner, the Cumulus CEO, said. “The sports betting market is now the fastest growing advertising category, and this innovative partnership solidifies Cumulus’s position in this exciting arena.”

Wynn Interactive CEO Craig Billings added, “This partnership provides WynnBET the ability to deliver specific, customized messaging to targeted markets throughout Cumulus’ network of hundreds of stations. In addition, WynnBET will have a significant advertising presence on Westwood One’s nationally syndicated programming, including football pre-game and play-by-play, and we will work with Cumulus to create some exciting, branded content over the life of the partnership.”