PrizePicks has reached a new partnership agreement with HMA, which serves as the “commercial engine” to one of the largest sports networks on YouTube, representing a “major shift” toward “hyper-local” and “hyper-targeted” marketing by operators.
“We are thrilled to partner with HMA and support creators that are at the heart of the sports fan experience,” PrizePicks VP of Partnerships Joey Molko said.
“Every creator in the HMA network brings an authentic perspective and deeply engaged audience – and also shares our mission to serve fans by connecting them more deeply with the sports, teams and athletes they love.”
The sports betting operator will serve as a presenting partner for HMA’s full portfolio of more than 200 local and regional shows, distributed across YouTube and additional social media.
HMA also owns and operates the Creator Collective series which brings together figures from various professional sports, as each show will now be integrated directly into the PrizePicks ecosystem.
Founder & CEO Borna Nazari also spoke on what the partnership means for HMA, having said, “PrizePicks is simultaneously sponsoring shows and supporting the development of a new infrastructure for independent sports media.
“This is what it looks like when a premium brand puts real weight behind creators who are building something genuine. Having a brand of their caliber committed to our entire network, in every market, year-round, validates what we've been building and opens the door to what comes next."
The new PrizePicks deal was said to represent the “largest partnership” in HMA’s history, as well as one of the “most significant investments” made by a “blue-chip brand.”
On April 8, PrizePicks was named an official daily fantasy sports (DFS) partner of the NBA as part of a multi-year collaboration, allowing the operator to integrate the league’s intellectual property across its DFS, free-to-play products and marketing initiatives.
The partnership was executed by Klutch Sports Group’s Brand Consulting and Sports & Brand Insights divisions, enabling PrizePicks to develop co-marketing efforts across the NBA’s digital and media platforms.
Allwyn International AG completed its majority acquisition of PrizePicks for a closing consideration of $1.53bn on January 16, providing the organization with a 62.3% stake in the DFS operator
