The streaming video service FuboTV and the fantasy sports and gaming company FanDuel Group have signed a wide-ranging agreement that will see FanDuel become the exclusive fantasy, online casino, sportsbook, and horse racing partner for the vMVPD.
The deal, the first of its kind between a sports gaming company and a third-party OTT service, also includes a media buy that will make FanDuel the exclusive advertiser on FuboTV in those categories. FuboTV will also add the horse racing networks TVG and TVG2 to its lineup. TVG is an affiliate of FanDuel Group.
The deal was signed in New Jersey, which is one of the first states to legalize sports betting since the Supreme Court ruled that states could established its own betting rules last year.
FanDuel’s fantasy data will also be integrated into some FuboTV programming. Specifically, FanDuel’s data will be integrated into Fubo’s channels, like FuboTV Network and Fubo Cycling, and on FanDuel channels like TVG and TVG2. It will also appear on other parts of the FuboTV platform.
FuboTV is competing in a crowded marketplace, with products from large competitors like DirecTV Now, YouTube TV, Hulu With Live TV and Sling TV all investing in growth.
Fubo has tried to carve out its own niche by catering specifically to sports fans, offering a service with more sports channels and a live sports-centric user interface. By integrating FanDuel into its platform, it is betting it can offer something its competitors won’t be able to match.
“FuboTV is a sports-centric company, focused on live sports and entertainment content, making them a natural partner,” says Adam Kaplan, FanDuel vice president of content business and operations. “By integrating our odds and data on FuboTV’s platform, we are changing the way people watch live sports.”
The deal is another example of how legal sports betting is reshaping the media industry.
Fox Sports says it expects to enter the spots betting arena, thanks to a deal with the Stars Group. Disney plans to increase its betting and odds coverage in its programming. Turner Sports is taking a similar approach, with more coverage of odds and betting.