Colin Cowherd’s The Volume Ditches DraftKings for New Multi-Million Dollar Deal with Hard Rock Bet
The Volume, the rapidly growing sports content network founded by Colin Cowherd, has signed a new multi-million dollar partnership with Hard Rock Bet, making the sportsbook its exclusive betting partner. The new agreement will deeply integrate the Hard Rock Bet brand across all of The Volume’s platforms and will include the co-creation of new programming and live events.
A Deeply Integrated Partnership
The partnership is more than just a sponsorship deal; it is a comprehensive content and marketing collaboration.
- Exclusive Betting Partner: Hard Rock Bet will be the presenting sponsor and exclusive sportsbook partner across all of The Volume’s podcasts, YouTube shows, and social media channels. This includes high-profile programs like “The Colin Cowherd Podcast” and “What’s Wright? With Nick Wright.”
- Content Co-Creation: The two companies will collaborate on new shows and original video content, including live productions from major sporting events. The deal will also feature dedicated sports betting segments across The Volume’s social content.
- Live Events and Experiences: A key component of the partnership will be live events. This will include live shows hosted at Hard Rock casino properties, as well as watch parties, tournaments, and other exclusive experiences for Hard Rock Bet customers.
A Strategic Move for Both Brands
For The Volume, the partnership is an opportunity to create a more integrated and authentic content experience that seamlessly blends sports talk, betting analysis, and live events.
“The Volume has always been about delivering smart, authentic conversations for sports fans,” said Colin Cowherd. “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.”
For Hard Rock Bet, the deal provides access to a massive and engaged audience. The Volume has grown to include over 20 shows and generates an estimated 1.5 billion monthly impressions. The partnership also leverages Hard Rock Bet’s unique market position as the only legal sportsbook in Florida, a state with a large and passionate sports fanbase.
“Hard Rock Bet is more than a sportsbook – it’s an entertainment platform,” said Edward Hartman, a managing director at Hard Rock. He added that combining integrated betting content with live shows “will bring fans closer to the action.”
A Shifting Landscape in Sports Media
The deal is the latest example of the evolving relationship between sports media companies and betting operators. It highlights a trend toward deeper, more integrated partnerships that go beyond simple advertising and into the realm of co-created content and experiential marketing.
As The Volume continues its expansion, which recently included the launch of a new betting-focused show, “Sharp or Square,” with Chad Millman, its new partnership with Hard Rock Bet positions it as a major player at the intersection of sports media and the burgeoning U.S. betting market. The move also underscores the intense competition among sportsbooks for high-profile media partnerships, a battle that Hard Rock Bet has now decisively won.
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