Sports Betting Companies Looking For Media Expansion

By Jason Guilbault | Feb 09, 2021, 7:00am

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With sports betting ramping up across the country, we are beginning to see how sports betting will integrate with sports coverage and viewing. It was once rare to see odds and spreads on a bottom ticker, but it is now becoming the norm. We also see many sports betting companies begin to explore their options in adding media to their product or looking to partner up. The embracing of sports betting from most leagues and teams has been a big help for the growth of the sports betting industry, but drawing fan interest and enhancing the viewing experience continues to be a goal for all.

FuboTV Buys Balto Sports

FuboTV has always been a streaming service that has made sure to have many sports package options. They were once known for their extensive soccer coverage but have not branched out to live TV offerings and extra packages. FuboTV bought Balto Sports, which is a company that has tools for playing fantasy sports. FuboTV is planning to launch their own platform to play on in addition to their streaming services. In the world of streaming and cable-cutting, we could see streaming sites begin to partner up or create their own fantasy sports and sports betting experience.

Could E-Sports Be a Blueprint Model For Betting Media?

Real Luck Group LTD is looking to build a sports betting and esports platform that lets the public watch and bet on major events. Luckbox is a current esports platform that allows betting prematch and also live betting. You can stream 90% of e-sports matches from their platform. Having the ability to watch and wager bets within one place is certainly ideal for the consumer. They are now looking to expand beyond e-sports, and I would bank on other companies doing the same. With more worldwide sports being centered around sports betting, any platform that offers a viewing experience would have the edge over the competitors. Look for more companies to explore these options as a platform for users to view and bet on sports.

PointsBet & NBC Sports

Sports betting companies are beginning to shack up with the big names in media, and for a good reason. Adding a betting viewing platform to a top media head is going to propel the coverage of sports betting. In the most recent PGA tournament, the Waste Management Open: NBC Sports, PGA, and PointsBet ran a simultaneous betting show on Peacock Premium while the tournament was playing. They covered live bets and odds in real-time as they changed due to what was happening in the tournament. All three are partners, and we will see more of this from them down the line as PGA looks to embrace the sports betting industry. We should begin to see more betting coverage in live time for other sports than just golf. Live betting is popular and coverage, while games are occurring, is helpful for the sports betting crowd. The pre and post-game betting shows are starting to pop up more but live coverage should be the growing trend.

Jason Guilbault

Jason Guilbault is the Brand Content Manager for Lineups.com, powered by Catena Media. He has worked 10+ in the sports betting & iGaming space as a writer and content manager. Jason has also written for DailyFantasyCafe, NBAMockDraft, & FantasyPros. He aims to bring the best sports data & insight to the industry for both novice & advanced users.