Betr Holdings, Inc., the company behind fledgling sports betting site Betr, has announced a partnership with Haley and Hanna Cavinder, known as the Cavinder twins.
As part of the deal, the Cavinder twins will join Betr as equity partners, content creators and creative directors and bring their podcast exclusively to Betr Media.
“Betr gives us the ability to accelerate the growth of the Cavinder twins brand in a purposeful and truly authentic way,” said the Cavinder twins, Haley and Hanna.
The twins played NCAA Division 1 basketball for Fresno State and then the University of Miami. They have a following on social media and share a TikTok account with millions of followers. They are prominent figures in college sports sponsorships, signing their name, likeness and likeness (NOTHING) deals with several companies, including Boost Mobile and WWEand co-founder of the clothing company Baseline Team.
The twins will be the “pivotal” talent for the company, according to Betr. The brand said it has already generated more than 900 million impressions and 50 million engagements across its social channels, with the majority of this audience made up of sports fans in the 21-34 age demographic. However, the bookmaker remains a tiny player in the US betting landscape.
While Betr is not a real player in the US gambling market, there are still opportunities. In 2022, the continued growth of the regulated sports betting market has led to new records in revenue ($93.2B) and sports betting ($7.5B). This growth was fueled in part by Kansas operationalizing retail and mobile sports betting, and the launch of mobile sports betting in Louisiana, Maryland and New York.
Other states, such as Florida, Texas and California, may legalize sports betting in the next few years.
“We are thrilled to partner with the Cavinder twins, who have already accomplished so much and are only scratching the surface of their potential,” said Joey Levy, founder of Betr e CEO.
“Betr can and will make emerging talent more famous while providing best-in-class media content development, production and sales infrastructure, all while offering cash and equity to Betr Holdings, which owns both Betr Media and Betr Gaming”.