With legalized betting on the rise, it only makes sense for a network to take advantage of the growing trend.
Fox Sports has unveiled a partnership with gambling app giant Stars Group, Fox Bet, that will release self-titled real money betting app in the US this fall. Precious few details are available, although it’ll cover a “wide range” of sports events and place nicely with the law.
The team is also planning a US-wide free-to-play game that will award money to people who predict the outcomes of matches. There’s likely more on tap, as well. The pact will let Stars Group use the Fox Sports brand for “a range” of games and online betting.
Fox Sports’ Eric Shanks saw digital sports betting as a “growing market opportunity” that reduced its dependency on TV.
Fox has a good idea of how this will work because the company has already had a successful partnership with The Stars Group and Sky Sports UK.
Another massive advantage Fox will have is that they will be able to use their extensive live rights to funnel viewers into their app. In the Fall alone, Fox will have the NFL on Thursdays and Sundays, the World Series, WWE SmackDown, and college football from the Big Ten, Big 12, and Pac 12. The XFL is coming too, and Fox has both the men’s and women’s World Cup. Add all that together and it’s a lot of times that a lot of viewers are going to hear an ad read for this app with an accompanying chyron on the screen.
Scared money doesn’t make money. Fox Sports is making a long bet here.