AP and FanDuel team up on sports betting odds

FanDuel and The Associated Press have reached an settlement to make FanDuel the unique supplier of sports odds throughout AP’s international sports report, executives inform Axios. Why it issues: While conventional promoting is an efficient buyer acquisition instrument, FanDuel Chief Marketing Officer Mike Raffensperger says “I believe the factor the place we transfer the needle is partnerships with media firms.”FanDuel spent greater than some other sports e book on promoting round on-line playing content material in Q1 2021, per Nielsen. Details: Under the phrases of the settlement, the AP will embrace FanDuel sportsbook odds solely in its every day sports odds fixtures, recreation previews, and different sports tales the place odds are talked about. FanDuel is paying the AP an undisclosed quantity to be the AP’s unique accomplice. FanDuel widgets might be built-in throughout the sports pages of APNews.com. Widgets will distribute choose FanDuel content material throughout the AP wire. AP will preserve full editorial management. The AP will cite FanDuel odds as a single supply in its copy when referring to betting odds and will hyperlink out to FanDuel’s house web page, to not any of its betting pages. The firm needs to steer clear from any direct online marketing relationships. “We need extra context in our reporting,” says Barry Bedlan, AP’s international director of textual content and new markets merchandise. “That’s in the end what that is about.”AP’s buyer base of media firms that license its content material may have some flexibility round whether or not they want to embrace hyperlinks to FanDuel. Some native media firms have their very own partnerships with native sportsbooks, Bedlan notes.Between the strains: For the AP, having one supplier of odds supplies consistency that is “enormous for us,” says Bedlan. “We have been offering sports betting odds on the wire for at the least 30 years,” says Bedlan. But what’s new, Bedlan says, is “we’re offering extra of that context in our reporting all through our wire.”For instance, “if we’re overlaying or previewing a recreation, we’re mentioning what the odds are actually. Five yr in the past that wasn’t as widespread.”The huge image: Like rival DraftKings, FanDuel is working to turn out to be a media and content material firm alongside being a gaming firm, Raffensperger says. Asked if FanDuel would ever entertain shopping for up a sports betting media outlet like a few of its rivals, Raffensperger mentioned the corporate “is at all times out there of fascinating acquisitions.”FanDuel has a strong media presence that features partnerships with The Ringer, Turner Sports, CBS, Audacy, Hulu, the NFL, NBC, DC United, Brooklyn Nets and dozens of others. It has its personal podcast community, a TV affiliate round horse racing, and creates a number of its personal content material. Some of the sports personalities it sponsors, like Pat McAfee & PMI Team, are its best-performing advertising and marketing autos. What to observe: Raffensperger says media investments will turn out to be extra nationwide as extra states legalize betting throughout the nation.

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