Colin Cowherd’s content network, The Volume, is shifting gears in the sports betting space. Cowherd has aligned his growing media company with Hard Rock Bet in a multi-million-dollar partnership.
The agreement makes Hard Rock Bet the presenting sponsor and exclusive sportsbook partner across The Volume’s slate of podcasts, YouTube shows, and social platforms. That lineup includes The Colin Cowherd Podcast, What’s Wright? With Nick Wright among others. The move represents a significant pivot, as DraftKings previously held the sportsbook partnership with The Volume since 2023.
Through its alliance with the Seminole Tribe, Hard Rock Bet currently holds a unique advantage. Hard Rock Bet operates as the only legal sportsbook in Florida, a state with more than 20 million residents. That reach provides a natural connection to Cowherd’s audience. Particularly given his national platform and Florida’s growing influence in the sports landscape.
Beyond advertising, both sides plan to collaborate on original content. This included new shows, live productions at major sporting events, and exclusive betting segments. On-site activations such as live shows at Hard Rock casinos, tournaments, watch parties, and unique fan experiences are also in the works.
Cowherd, who founded The Volume in 2021, emphasized the importance of authenticity in sports media.
“The Volume has always been about delivering smart, authentic conversations for sports fans,” he said in a statement to Front Office Sports. “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.”
Hard Rock’s leadership echoed that sentiment. Edward Hartman, managing director of corporate development and a former PointsBet U.S. executive, said the combination of integrated betting content with live shows will “bring fans closer to the action.”
The Volume’s momentum in the sports gambling space has been evident. Earlier this week, longtime industry voice Chad Millman—best known as co-founder of Action Network and former editor-in-chief of ESPN.com and ESPN the Magazine—debuted a new betting-focused show, Sharp or Square, alongside co-host Simon Hunter.
With The Volume surpassing 20 shows and generating an estimated 1.5 billion monthly impressions. The Cowherd–Hard Rock alliance underscores how media networks and sportsbooks continue to evolve their strategies in a competitive marketplace.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
