FanDuel Group and The Ringer have announced a year-long sports betting and Daily Fantasy Sports partnership that will run exclusively through February 2022.
The Ringer is a sports and pop culture website, and it was acquired by Spotify last year. The content agreement will cover the entire NFL season, including the 2022 Super Bowl.
A Deeper Engagement
Though FanDuel had been advertised through the Ringer before, this deal officially makes the New York-based sportsbook giant the exclusive sportsbook and DFS partner across all Ringer assets. This deal also marks The Ringer’s first sports betting and daily fantasy partnership.
Ringer’s assets include podcasts, social, newsletters, videos, and websites. Under the deal, all these platforms will become partners of the sportsbook. In addition, there will be special listener leagues and contests run by Bill Simmons, Joe House, and other hosts from the Ringer. These will be meant for DFS and will be fun for the audience.
Both entities will promote the core assets of its partner, and FanDuel will be integrated into The Ringer’s network. The sports website will engage to boost FanDuel’s DFS aspect as well.
The Deal is A Part of FanDuel’s Expansionist Strategy
The Ringer is part of FanDuel’s expansionist strategy as the VP of Media and Demand Generation of FanDuel Group David Webb said: “The Ringer is part of our core strategy to reach, engage, and build connections with fans across the nation through compelling content creators.”
Webb added that the network brings an unparalleled perspective to sports and sports betting, and FanDuel believes the partnership will add value to its customers, fans, and audiences alike.
He said both “industry leaders” will join hands to deliver on FanDuel’s “absurdly fan-focused” promises through the Ringer’s “localized and endemic storytelling.”
The giant operator is seeking to build a bridge and draw more people into its platform through the leading platforms like The Ringer, and prominent personalities like Bill Simmons.
“We are also delighted to deepen our partnership with FanDuel across the Ringer’s portfolio,” the Head of Global Podcast Sales at Spotify Angie More, said. “We’re ready to develop and execute further creative ideas that will elevate both companies in the eyes of sports and pop culture fans.”
About The Ringers
The Ringer was launched by Bill Simmons in 2016, a year after he quit the ESPN network. He served as Editor-in-Chief of Grantland, a website owned by ESPN covering sports and pop culture.
Last year, The Ringer was purchased by Spotify in a $200 million deal. The Spotify-owned company is now home to over two dozen podcasts focuses on sports and pop culture.
Simmons and other personalities from the site will reportedly participate in fantasy sports leagues and serve as commentators on it via The Ringer content channels.
FanDuel Continues to Expand Via Partnerships
FanDuel, the nation’s largest sportsbook, has continued to expand its reach through partnerships. The company’s associations range from famous personalities to professional sports leagues.
These partnerships seek to promote the name of FanDuel as sports betting has spread across the US, with more jurisdictions and states legalizing sports betting with each passing day.
This year, the New York-based operator was named one of the three exclusive partners by the NFL in a deal that also involved Caesars Entertainment and DraftKings. In addition, FanDuel is also the daily fantasy partner of the NBA.
In 2021, the company also struck deals with the Phoenix Suns to offer daily fantasy sports and sports betting to residents in Arizona.
Founded in 2009, FanDuel Group offers online sports betting, digital casino, online horse racing, as well as daily fantasy sports through its mobile apps and websites. Currently, 95% of the company is owned by Flutter Entertainment, a Dublin-based bookmaking holding company.