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FairPlay Sports Media partners up with The Sporting News

FairPlay Sports Media partners up with The Sporting News

30 JUL 2025

iGBA

Editorial

With operators flooding every new market opening or opportunity, quickly establishing player trust in your brand has become increasingly pivotal to achieving cut-through and sustainable growth in emerging geos. Using Kenya and Ethiopia as case studies, MelBet Partners & Affiliates CMO Anastasiia Shcherbyna explains why trust-building has become a core pillar of its market entry strategy and for delivering consistent, affiliate-driven growth.

According to Stuart Simms, FPSM group CEO, combining with the publisher’s “passionate, engaged audience of global sports fans” it has developed over decades, the collaboration will “not only deliver best-in-class betting tech” but also tap into the affiliate’s “expertise in building out varied and brand new betting-associated revenue streams”.

Founded in 1886 as a US weekly newspaper, The Sporting News has since evolved into a digital-first, globally connected media brand with localised editions in markets including Brazil, Canada, Argentina, the US, UK, Spain, Japan and Vietnam.

Under the deal, FPSM will deploy its BetTech and monetisation tools – including AI prediction, real-time odds, offers and bet builder comparison products – across The Sporting News’ core markets while also providing strategic guidance for its digital betting initiatives.

Simms said: “By integrating the best of our AI-powered predictive sports data, which levels the playing field for sports fans and bettors, as well as a broad managed service of innovative betting products, we’re looking forward to deepening the relationship between The Sporting News and its loyal readers, while giving sports fans smarter tools to maximise their betting activities and enjoyment.”

Martyn Jones, co-CEO at The Sporting News, called the deal “an exciting partnership” and highlighted its potential in supporting the brand’s growth ahead of the football, NFL and NBA seasons and the 2026 World Cup.

Jones added: “Along with the integration of revenue-driving technology, we’re looking forward to establishing a long-term relationship that will position The Sporting News as the go-to resource for both sports news and betting opportunities.”

Earlier this year, the affiliate announced the successful integration of the white-labelled sports forecasting engine Quarter4 it acquired in 2024, in a rebrand to FairPlay AI. It also appointed Jerome Underhill as COO and Andrew Smith as CFO to lead the group’s next growth phase in scaling products and betting technologies.

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