FairPlay Sports Media and JOE Kick Off Betting Strategy Partnership
Collaboration between the two leading sports media organisations to include technology integrations, content support, and branded sponsorship opportunities
London, 22 October 2025
- Date
- 22 October 2025
- Brand
- FairPlay Sports Media
- Category
- Partnership
- Location
- London, United Kingdom
FairPlay Sports Media, the fan and AI-powered global sports media network, has announced its latest strategic betting partnership with the leading UK & Ireland sports and entertainment publication, JOE, which will see its sporting content bolstered by FairPlay's BetTech and AI-powered tools, as well as access to premium content and betting sponsorship opportunities.
JOE's 28m global following will now experience more dynamic, betting-related content on-site, which will complement the brand's premium editorial content with seamless, higher converting, bet placement user journeys with bookmaker partners.
Similarly, FairPlay's betting network and expertise will leverage JOE's brand equity and original editorial output for additional monetisation opportunities. These will initially include widget integrations within sporting content, deep-linked to partner website betslips and showcasing best value prices to the user.
Social media and video branding opportunities will follow that combine consideration and performance strategies for betting partners. 1.7bn minutes of content was watched on JOE during 2024 and this will now be underpinned by FairPlay's extensive operator network.
"JOE has become a household name for sports news and engaging content in the last decade, both in its core Irish market but also worldwide. As a brand, it's an ideal fit for FairPlay Sports Media's BetTech and betting consultancy services, which together will enhance editorial content, deliver new revenue streams, and ultimately, create a better fan experience. As a network, we've proven that we can offer huge value to partners by integrating complementary tools, adding sharper betting insight which levels the playing field for users, and facilitating the link between sportsbooks and prominent media brands, like JOE, in order to fulfil their engagement and monetisation potential."
"We are excited to partner with FairPlay Sports Media's BetTech offering. We are one of the leading social publishing groups for driving front-end engagements globally. Now with the integration of this tech and FairPlay's extensive operator network, we will be able to make a big step into the transactional space. The data we now have access to as part of this agreement will also help us to provide dynamic informative content around the sports conversation to help give our audience a richer fan experience and help them level the playing field."
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About FairPlay Sports Media
FairPlay Sports Media, a Bruin Capital business and formerly known as Oddschecker Global Media, is the foremost tech-led and AI-powered sports media network with a mission of levelling the playing field for sports bettors, in turn deriving more engaged, qualified customers to operator, media and distribution partners.
The group's brands, including oddschecker, WhoScored.com, and SuperScommesse (Italy), leverage a common set of innovative, proprietary BetTech tools, which help accelerate community growth, heighten customer engagement, and ensure full lifetime value is delivered across its network.
With offices in London, the US, and around Europe, its global team of 250+ employees manage millions of daily price comparisons executed by its 600,000+ daily active users in various regulated territories worldwide.
For more information, see fairplaysportsmedia.com.
