The Volume, founded by Colin Cowherd, has signed a multimillion-dollar deal making Hard Rock Bets not just their new presenting sponsor, but also their exclusive sportsbook partner, thus replacing DraftKings.
The new agreement between The Volume and Hard Rock Bets will integrate Hard Rock branding across all of The Volume’s 20+ podcasts, YouTube shows, and social media channels, including The Colin Cowherd Podcast and What’s Wright? With Nick Wright.
“The Volume has always been about delivering smart, authentic conversations for sports fans. Partnering with Hard Rock Bet allows us to take that to the next level–integrating betting, content, and live experiences in ways that feel natural, entertaining, and fresh,” Cowherd said to FOS in a statement.
Hard Rock Bet is operated through the Seminole Tribe, and is currently the only legal sportsbook in Florida. This move signals a deeper push into US sports betting and media integration, as Hard Rock also develops a new Las Vegas Strip casino at the Mirage site, and pursues an $8 billion casino project in Queens, New York.