FairPlay Sports Media Commences Betting Technology and Advisory Partnership with The Sporting News
FairPlay's AI and betting tools to deliver The Sporting News readers a richer experience and seamless access to complementary betting opportunities
London, 30th July 2025
- Date
- 30 July 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 an innovative technology partnership with acclaimed global sports publisher The Sporting News to deliver richer AI-powered analysis and complementary betting integrations to its users.
The arrangement will see FairPlay enhance The Sporting News consumer offering by providing its technology and monetisation capabilities across its regional sites in the UK, Spain, Brazil, and Mexico, with the former also acting as an advisory partner for its digital betting experiences.
FairPlay will deliver a managed service, including odds, offers, AI-powered predictive data, and its award-winning bet builder comparison product, while also working directly with The Sporting News teams to establish a broader betting strategy, build relationships with global operators, and ultimately, further monetise its vast global platform.
The Sporting News will continue to own content generation and organic performance services, assisted by FairPlay's relevant teams, with the objective of leveraging smarter technology to drive engagement and realise new revenues via affiliate, bet fees, and bespoke advertising channels.
Highlights
- Collaboration to integrate FairPlay's AI and betting tools to deliver readers with a richer experience and seamless access to complementary betting opportunities.
- FairPlay to provide advisory and management role in establishing The Sporting News' digital betting arm across a number of its global sites.
"The Sporting News has developed a passionate, engaged audience of global sports fans over decades of producing first-class insight and analysis. This collaboration will not only deliver best-in-class betting tech, but we will also provide our expertise in building out varied and brand new betting-associated revenue streams. By integrating the best of our AI-powered predictive sports data, which levels the playing field for sports fans and bettors, as well as a broad managed service of innovative betting products, we're looking forward to deepening the relationship between The Sporting News and its loyal readers, while giving sports fans smarter tools to maximise their betting activities and enjoyment."
"We're fast becoming one the biggest and most influential independent sports sites in the world and are well positioned for growth as we head into the start of the football, NFL, NBA seasons, while looking forward to a huge 2026 World Cup. This is an exciting partnership with FairPlay, that will provide a deeper layer of insight and context for our audience. Along with the integration of revenue-driving technology, we're looking forward to establishing a long-term relationship that will position The Sporting News as the go-to resource for both sports news and betting resources."
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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.
