FanDuel looks to media gains with The Ringer deal expansion
Sportsbook market leader increases investment in Spotify subsidiary as part of new NBA push
FanDuel has signed multi-year partnership extension with Spotify subsidiary The Ringer, a sports and pop culture website and podcast network, that will see the firm integrate the audio platform’s programming into its FanDuel TV digital TV network.
The new deal represents an expansion of its previous agreements with the firm, which included an initial four-year partnership.
In addition, FanDuel has “significantly” increased its investment in The Ringer, with the brands working together on new digital and TV programming on the newly launched FanDuel TV network.
One of the first elements of this partnership will be seen this weekend, to coincide with the new NBA season, with The Ringer founder and podcast host Bill Simmons presenting his NBA picks in the annual Over/Under podcast.
The agreement will allow FanDuel to collaborate with new and existing The Ringer talent on new content show across various channels, a move which FanDuel has said will allow for “flexibility” in sports calendar content planning.
Parallel to this partnership, The Ringer will license select video content produced across their various sports podcasts to be syndicated on FanDuel TV. Local sports podcasts will also be accessible to FanDuel in New York, Chicago, Philadelphia and Boston.
FanDuel will be more integrated into The Ringer’s sports content, inclusive of featured segments on podcasts and presenting sponsorships.
In addition, Simmons and other Ringer talent will post on social media to further discuss and share their featured bets and relevant betting content, which will be available on the FanDuel Sportsbook.
Call-To-Action (CTA) cards will also be featured across key podcasts, geared towards increasing interactivity for podcast listeners.
FanDuel CCO Mike Raffensperger welcomed the extension of the partnership, citing the benefits to the US market leader over preceding years.
“Our partnership with Spotify and The Ringer has been a cornerstone of our success in placing FanDuel at the intersection of sports and sports wagering content,” Raffensperger said.
“Bill and his talented team at The Ringer bring an authenticity and credibility that FanDuel has enjoyed for years, and we’re excited to expand and continue for several more,” he added.