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Betr Holdings, Inc., the company behind the fledgling sports betting site Betr, announced a partnership with Haley and Hanna Cavinder, known as the Cavinder twins.
As part of the agreement, 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 focused and truly authentic manner,” 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 social media following and share a TikTok account with millions of followers. They are leading figures in college sports endorsements, signing name, image and likeness (NIL) deals with several companies, including Boost Mobile and WWE, and co-founding the clothing company Baseline Team.
The twins will be “foundational” on-camera talent for the company, according to Betr. The brand said it has already generated over 900 million impressions and 50 million engagements across its social channels, with the bulk of this audience comprising sports fans in the 21-34-year-old demographic. However, the sportsbook remains a minuscule player in the U.S. betting landscape.
While Betr is not a real player in the U.S. gambling market, there is still opportunity. In 2022, the continued growth of the regulated sports betting market drove new records for handle ($93.2 billion) and sportsbook revenue ($7.5 billion). This growth was partly fueled by Kansas, which operationalized retail and mobile sports wagering, and the launch of mobile sports betting in Louisiana, Maryland, and New York.
More states, like Florida, Texas, and Calfornia, could legalize sports betting in the coming years.
“We are thrilled to partner with the Cavinder twins, who have already accomplished so much and are just scratching the surface of their potential,” said Joey Levy, Betr Founder and CEO.
“Betr can and will make emerging talent more famous while also providing best-in-class content development, production, and media sales infrastructure — all while offering material cash and equity upside into Betr Holdings, which owns both Betr Media and Betr Gaming.”
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