Fanatics Sportsbook is moving beyond traditional advertising by embedding the betting experience directly into basketball conversations.

And that path has led them to the “Road Trippin Show,” the long-running player-led basketball podcast. On each Friday’s episode, co-hosts and NBA veterans Richard Jefferson, Channing Frye, and Kendrick Perkins will deliver their pro basketball picks. Those selections will then become available for fans to wager on exclusively within the Fanatics Sportsbook app.

The partnership officially tipped off during NBA All-Star Weekend with a high-energy live show offering a launchpad for a how the integration with the “Road Trippin’ Show” will developing going into the NBA playoffs. Fanatics Sportsbook says it sees the collaboration as a reflection of the company’s commitment to meeting fans where they are through innovative, creator-led media that speaks directly to their passion for the game.

“We aren’t just looking for logo placement; we are looking to partner with voices that shape the sports culture,” said Michael Fitzsimmons, Senior VP of Brand Marketing, Fanatics Betting & Gaming. “‘Road Trippin’ is a leader in athlete-led basketball media. By integrating our odds and exclusive offers into their raw, authentic dialogue, we’re meeting fans exactly where they are.”

The alliance comes as the “Road Trippin’ Show” as been on a upswing. The nine-year old show — which also features sports reporter Allie Clifton — has seen nearly 300% audience growth over the last 10 months as the show has rapidly expanded its digital footprint.

“Fanatics is the ideal teammate for this next chapter of The Road Trippin’ Show,” says Jefferson. “The show has been on a tear this past year given a few tweaks to production, and as we hit this record-breaking stride, the Fanatics partnership ensures our trajectory remains vertical. We’ve put in a lot of time and sweat equity to build an incredible foundation, and Fanatics will compound our growth.” 

The multi-faceted deal also ensures Fanatics Sportsbook is a constant presence for the “Road Trippin’” crew. That includes a brand presence across all episodes and high-engagement short-form clips. There will also be on-site activations at major basketball milestones, including NBA Summer League in Las Vegas and Fanatics Fest in New York.

Fanatics Sportsbook will also have a role in the solo episodes featuring Channing Frye and Kendrick Perkins. And in states where it is legal, Fanatics Sportsbook will be able to promote offers tailored specifically for the podcast’s listeners.