Question of the week: Partnerships between media companies and sports betting operators are on the rise. How have these agreements evolved and changed over the past two years? | Proskauer Rose LLP

“At Proskauer, we were privileged to have a front row seat to the “first pitch” of sports betting, which was the strategic alliance we worked on between The Stars Group (TSG) and FOX to form FOX Bet. least in the US, we are still at the beginning of all of this, and the sports betting market continues to take shape. Conceptually, the idea was to combine a top-notch operating platform with a major US-based media company that held significant sports rights.Since then, the focus has been on finding a way to integrate sports betting features and functionality into the live streaming of content I expect we will see other ‘bet & watch’ services launched in the coming years as rights and technology issues are ironed out.”

Rob Freemanco-head of technology, media and telecommunications, New York


“Sports betting operators in the United States are launching live sports streaming in their apps and websites, allowing users to watch and bet on games in one place. As a general rule, bet and watch rights in Europe and Latin America usually feature lower quality streams licensed from streaming rights aggregators. However, some operators seek US broadcast rights for sports media content directly from media partners as part of broader media partnerships. These rights are more expensive than basic betting and monitoring rights, but give operators that much sought-after advantage over their competitors by negotiating a level of exclusivity, broadcast-quality streaming and access to sports media content beyond the competition. beyond the live game. The availability of these broader rights varies as leagues often want to decide how their events will be broadcast for betting purposes.

Laura GoldsmithTechnology, Media and Telecommunications, New York


“Clearly there is no ‘one size fits all’ approach, as sports betting operators have explored a number of strategies in sports media depending on the market and other factors. For example, FanDuel entered into a far-reaching partnership in Canada with Bell Media that includes the integration of FanDuel onto TSN’s networks and platforms In the United States, FanDuel doubled its owned and operated (O&O) media assets with the rebranding linear network TVG to FanDuel TV and the launch of the OTT platform FanDuel+.These platforms will include live streams of international basketball and other “niche” sports, as well as programming from sports betting studios, to generate more bets on FanDuel Sportsbook Presenting live sports on a bookmaker’s O&O linear and digital networks, outside of the sportsbook app, is a unique model worth looking at.

jason crochakSports Group, New York


“We have seen a variety of framework agreements between media companies and sportsbooks emerge over the past few years. Each deal usually involves integrating the bookmaker into the media company’s studio platforms and programming. Some involve brand naming rights (eg, TSG’s partnership with FOX Sports to create FOX Bet; Sinclair’s partnership with Bally’s to rebrand its RSNs). We also saw significant M&A activity in the space (eg Penn’s acquisition of Barstool Sports). However, we are still in the early stages of integrating gambling into sports media. As sportsbooks begin to tighten their advertising budgets, it will be interesting to see how these types of partnerships develop and whether sportsbooks push for greater integration into high profile live sports programming.

Ben FreemanSports Group, New York

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