22 July 2019

This issue iGB North America news editor Robin Harrison explores the recent high-profile deals between sports media giants and sportsbook operators.

Of course, Sky Bet’s success and the competition’s subsequent failure to replicate it looms large here, as the UK-based operator is very much an outlier.

As Fox Bet’s Robin Chhabra and the other stakeholders interviewed for the feature know very well, integrating betting into the daily sports narrative and core media product without overwhelming either will require a deftness of touch when it comes to the execution.

With these partnerships’ success dependent on the legitimization of sports betting through its association with highly trusted sports media brands, the latter are only too aware of the potential damage to their multi-billion-dollar properties should they push too hard, too soon.

 

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