Associated Press to exclusively showcase FanDuel odds in sports coverage
US giant’s odds will be integrated into AP game previews and sports stories in exchange for a regular fee
FanDuel has agreed a deal to become the exclusive provider of sports betting odds across the sporting coverage of global news agency Associated Press (AP).
The agreement, which was first reported by media outlet Axios, will see the US operator provide an undisclosed payment to AP for the exclusive right to integrate odds on all game previews and sports-related stories where betting odds are relevant.
In addition, FanDuel widgets will be embedded across the sports pages of APNews.com.
AP has said it will maintain full editorial control over the combination.
In addition, AP will cite FanDuel odds as a single betting resource in its copy and will hyperlink to FanDuel’s homepage, instead of specific markets, due to the company’s strategy of avoiding direct affiliate marketing partnerships.
AP’s licensed media partners will have flexibility around whether they want to include hyperlinks to FanDuel on their sites.
AP global director of text and new markets products Barry Bedlan said: “As sports betting becomes more commonplace, our customers are increasingly asking for this kind of information.
“It makes sense to work with one of the largest reputable sportsbooks in the US to provide a consistent, credible reference point for AP and its customers,” Bedlan added.
Discussing the deal, XLMedia US sports managing editor Kyle Scott told EGR: “It’s a bit surprising to see the AP, which is generally seen as the most impartial publisher and news service, partner on commercial terms with what is effectively an advertiser.
“While the AP says this is about providing more context to its readers, choosing to cite only one set of odds or betting options, even though FanDuel is an established lead here, and ignoring those from, say, DraftKings or Barstool, is in fact doing a disservice to readers and sports fans.
“That said, many mainstream media outlets continue to cite offshore odds, so this partnership will go a long way to bringing odds coverage into the legal realm.
“The real value for FanDuel here is the opportunity to gain significant mindshare through AP’s vast network of publisher partners,” Scott explained.
“This is obviously a great deal for FanDuel, which gets its brand in front of millions of readers. But the upside is less clear to the publishers who work with the AP,” Scott added.
The agreement comes as US sports betting operators are increasingly capitalising on the potential of media and content in attracting sports-savvy punters.
In March, DraftKings acquired Las Vegas-headquartered media firm VSiN before tying up a $50m investment in the rights to a podcast produced by former ESPN host Dan Le Batard in April.
The operator is also thought to be readying a second approach to acquire Bleacher Report, while BetMGM has agreed a media partnership with The Athletic.
Affiliates are also investing in the trend after Copenhagen-based Better Collective fought off stiff competition from B2C operators to purchase US sports betting content brand Action Network for $240m.