Flutter-owned betting and daily fantasy sports operator FanDuel has entered into a strategic partnership with Spotify-owned sports and popular culture website The Ringer.
Under the deal, FanDuel’s betting products and fantasy contests will be promoted across The Ringer’s website, newsletters and podcast network, including a new contest, ‘The Ultimate Ringer’, where bettors pick the winners of multiple NFL games per week through the regular season and playoffs.
In addition to fantasy and sports betting contests, FanDuel will sponsor The Ringer founder Bill Simmons’ “Million Dollar Picks” podcast and a range of episodes across the site’s other podcast products.
“We’re thrilled to partner with The Ringer as major sports leagues return to action,” Mike Raffensperger, chief marketing officer of FanDuel, said. “They have a pulse on sports and pop culture, which has contributed to a strong and loyal following across a myriad of platforms.
“This exclusive partnership helps us reach and attract new customers, both avid and casual sports fans, with exciting contests and wagering opportunities.”
Geoff Chow, managing director of The Ringer, said the deal made perfect sense for a large sports media company such as his own.
“Betting and fantasy are synonymous with sports, and we’re thrilled to partner with FanDuel, a leader in the industry, to further engage with our rapidly growing audience,” Chow, said. “This exclusive partnership further positions The Ringer as the premier destination for all your sports and entertainment needs.”
The deal marks the latest between a US-facing betting operator and media company. In January, Penn National Gaming agreed to acquire a 36% stake in the digital sports media company Barstool Sports, while in October 2019 MGM Resorts and GVC Holdings’ Roar Digital joint venture agreed a deal to power sports betting for Verizon-owned media platform Yahoo Sports.