Since the Supreme Court overturned the federal ban on sports betting in May 2018, leading U.S.-based sports media conglomerates have been ramping up sports betting content in a big way by developing strategic partnerships with industry experts to integrate sports betting content into their various platforms.
But gone are the days of simply including money lines for upcoming matchups as was the case already for several major newspapers and other media entities across the nation despite the now defunct federal ban.
Today, major U.S. media companies are investing big money into sports betting data, editorial content and forward-thinking analysis as they hope to net huge returns in what some might see as a multi-million dollar play on the industry’s Futures market.
Bleacher Report, a division of Turner Sports, is leaping headfirst into sports betting content.
The millennial-focused sports media giant turned to Caesars to provide data to the company as well as studio space for Bleacher Report to develop content about gambling and the sports betting industry.
Bleacher Report’s studio will be housed inside Ceasars Palace in Las Vegas. Per the agreement, Caesars will also serve as a gaming and sponsorship partner to the company.
Bleacher Report has been one of the fastest growing sports content platforms over the last decade. It’s clear from their bold move that the company believes gambling and sports betting content will be an important part of the company’s future.
Its rapid rise, which was mostly due to the risks the company took to develop forward-thinking, social media-driven content intended to disrupt what many believed was already a fully functional and mature sports media market, doesn’t appear to be stopping anytime soon.
If sports betting content is the wave of the future that many expect it to be, Bleacher Report will stay on the forefront.
ESPN is also doubling down on sports betting content.
The company also entered into an agreement with Caesars earlier this month which includes Caesars becoming its official sports betting data provider as well as the on-site location for sports betting content across various ESPN platforms.
ESPN’s studio will be housed inside Caesars Linq Hotel & Casino in Las Vegas. It will become operational in 2020 and will be used for the station’s flagship program “SportsCenter” as well as other general sports and gambling shows.
ESPN’s heavy investment into sports betting is a sign that the self-proclaimed worldwide leader in sports entertainment plans to continue its long reign as the premier destination for sports content consumers in the U.S. and that the company’s executives consider sports betting and gambling content vitally important to its success.
Fox Sports doesn’t plan to get left behind.
The company is partnering with the Stars Group to create Fox Bet, a sports betting app that will launch later this year. The Stars Group is a Canadian-based gaming company whose assets already included BetStars, PokerStars and Full Tilt Poker.
Fox Bet is slated to offer both free-to-play contests as well as sports wagering opportunities across a variety of sporting events. Wagering on sports via the Fox Bet app will only be available in states where sports betting is already legal, and the company will likely roll the service out as more and more states jump on the sports betting bandwagon.
Additionally, Fox Sports plans to regularly integrate television programming and other content aimed at sports bettors. For example, “Lock It In” is a gambling show that debuted last year on FS1 and is built around data-driven analysis about the sports betting market and gambling industries.