With rumors making the rounds in recent weeks about a potential link-up, BetMGM has now officially announced an exclusive partnership with X. On Friday, it revealed the news that it is now the social media platform’s Live Odds Sports Betting partner.

In what the announcement called the first agreement of its kind between a sportsbook operator and a leading social media platform, BetMGM will have its brand and odds showcased across X. This includes links to BetMGM’s app and website.

BetMGM CEO Adam Greenblatt noted that X is the center of global sports conversations and he believes the deal presents “an unprecedented opportunity to expand our reach to a passionate and engaged audience.”

initially rollout BetMGM odds for pro football

X will initially roll out BetMGM odds for pro football ahead of Sunday’s Super Bowl. It will then begin promoting odds for other professional and college sporting events over the next few weeks. The social media giant will work to optimize the new integration to ensure it has full functionality.

X CEO Linda Yaccarino also welcomed the new strategic partnership, saying that the platform is now bringing sports fans “even closer to the action so they can cheer, and now bet, on their favorite teams.”