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Fanatics Sportsbook has partnered with rapper and chef Action Bronson to launch “Cookin’ Up Parlays,” an online series blending sports, culinary arts, and betting culture. The show offers a behind-the-scenes look at the intersection of celebrity kitchens and sports gambling.
Bronson, whose career has spanned professional cooking, hip-hop, and food travelogues, now adds sports betting host to his resume. The five-episode series features Bronson preparing meals with celebrity guests, where each dish serves as a “leg” of a parlay bet. The completed parlay then goes live in the Fanatics Sportsbook app, allowing viewers to track the exact wagers featured on screen.
Where culinary arts meets the betting slip
The premise follows a conversational format: Bronson and his guests discuss music and sports while cooking. Each ingredient or dish corresponds to a specific selection on the guest’s parlay card.
Full episodes run between 10 and 15 minutes and are available on YouTube. Shorter segments are distributed via Instagram, TikTok, and YouTube Shorts. New episodes drop every two weeks across Fanatics’ digital channels and Bronson’s social media accounts.
A new recipe for sports betting content
The debut season aims for broad appeal with a diverse lineup of personalities:
- Kendrick Perkins: NBA champion and TV analyst (featured in the premiere).
- Lil Yachty and Paul Wall: Platinum-selling rappers.
- Gary Payton: NBA Hall of Famer and nine-time All-Star.
- Dominick Cruz: Former MMA champion.
- Moses the Jeweler and Greg Yuna: Prominent New York jewelry figures.
The strategy behind the Cookin’ Up Parlays series
Michael Fitzsimmons, Fanatics Sportsbook senior vice president of brand marketing, said the series is designed to meet fans where they already congregate: around food and organic conversation.
“The goal was to make viewers feel they are inside the moment, not outside,” Fitzsimmons said in a press release, noting that the series is intended to be entertaining regardless of whether a viewer places a bet.
The move signals Fanatics’ broader strategy to evolve beyond a wagering platform and into a lifestyle brand. By leveraging Bronson’s background—specifically his “F*ck, That’s Delicious” following—the company is attempting to bridge the gap between casual fans and the betting markets.
Season one is currently airing. While a second season has not been officially greenlit, the company is monitoring audience engagement across its social and betting platforms to determine the show’s future.
