Colin Cowherd’s media network, The Volume, has signed a major partnership agreement with Hard Rock Bet, shifting away from its previous relationship with DraftKings. The multimillion-dollar deal installs Hard Rock Bet as the network’s presenting sponsor and exclusive sportsbook partner, covering all podcasts, digital shows, and social media platforms.

The agreement significantly expands Hard Rock’s visibility within the sports media space, while positioning The Volume to grow its reach through integrated betting content, new programming, and in-person events.

Transition From DraftKings to Hard Rock

The Volume first entered into a partnership with DraftKings in September 2023, which saw the operator’s branding featured prominently across its most popular programs, including The Colin Cowherd Podcast and What’s Wright? With Nick Wright. Now, that arrangement has officially been replaced, with Hard Rock Bet taking over sponsorship duties across the entire portfolio of Volume content, as reported by Front Office Sports.

Founded by Cowherd in 2021, The Volume has quickly grown into a prominent digital network with over 20 shows and more than 1.5 billion monthly impressions. Its wide reach makes the Hard Rock Bet partnership a strategic step in aligning sports commentary with sportsbook integration.

The collaboration will extend beyond simple sponsorship. Hard Rock Bet branding will appear across every podcast, YouTube series, and social channel produced by The Volume. In addition, the two companies plan to co-develop new shows and original video series, including on-location coverage at major sporting events.

Hard Rock International venues will also play a central role in the partnership. Casinos will host live Volume productions, watch parties, sports-betting tournaments, and exclusive fan experiences for Hard Rock Bet customers. Dedicated betting segments are set to become part of The Volume’s regular programming, blending entertainment with interactive wagering opportunities.

Cowherd underscored the network’s philosophy in a statement: “The Volume has always been about delivering smart, authentic conversations for sports fans. 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.”

Industry Perspective and Hard Rock’s Expansion

Edward Hartman, Managing Director of Corporate Development at Hard Rock Bet and previously with PointsBet U.S., highlighted how the partnership builds bridges between digital and live sports engagement. He explained that combining betting content with live shows will “bring fans closer to the action.”

Hard Rock Bet has also been broadening its entertainment footprint beyond this deal. Its recent “Hard Rock Bet Party” campaign for the 2025–2026 NFL season launched on August 20, featuring creative spots across multiple platforms and appearances from athletes including Mike Tyson, Dale Earnhardt Jr., John Daly, Ray Lewis, Ed Reed, and Edgerrin James.

Meanwhile, on September 2, Hard Rock Digital added AGS Interactive’s Capital Reels to its online casino platform in New Jersey, expanding its offering to more than 3,300 titles.

The agreement with The Volume comes as Hard Rock is making moves on several fronts within the U.S. gaming industry. In Florida, Hard Rock Bet remains the only licensed sportsbook through its partnership with the Seminole Tribe, serving a market of over 20 million people.

In Las Vegas, the company is constructing a new resort at the Mirage property, signaling a major investment in one of the most competitive casino markets in the world. At the same time, Hard Rock is pursuing a high-profile project with Mets owner Steve Cohen, aiming to build an $8 billion casino complex near Citi Field in Queens, New York.