FairPlay Sports Media has reached a strategic multi-year agreement with FOX Sports Digital to provide sports betting affiliation technology.
Commenting on the partnership, FairPlay CEO Stuart Simms noted FOX Sports’ leading position in the media landscape as “one of the largest sports rights holders in the world, with incredible access to live games and global events”.
Owned by FOX Corporation, FOX Sports is the umbrella entity representing its multi-platform US-based sports assets, with brands reaching more than 100 million viewers in a single weekend. Under the new partnership, the affiliate will deploy its odds components, AI-powered predictive data and analytics and technology solutions across FOXSports.com and its mobile application. The newly released FOX Sports Betting Hub will also integrate FPSM’s sports betting content, enhanced with bespoke features drawn from the affiliate’s extensive global sportsbook network.
FairPlay’s AI technology and odds components are already delivering real-time, data-driven insights to support FOX Sports fans and bettors, while creating revenue opportunities for operators, sportsbooks and digital media buyers through its monetisation frameworks. The agreement also aims to deepen fan engagement by bringing FairPlay’s betting information technology and AI-powered tools to FOX Sports’ digital platforms, enabling users to access personalised betting analytics.
Simms added: “FairPlay is excited to work with the FOX Sports Digital team, and we're honoured to serve their millions of users with more engaging, insightful sports media experiences that have proven to drive loyalty, engagement and deliver on brand differentiation.”
Previously, the affiliate signed a partnership with UK and Ireland sports and entertainment publication JOIE to provide technology integrations, content support and branded sponsorship.