The pop culture website The Ringer, with its many podcasts, newsletters, and personalities, has cemented a content agreement with FanDuel Group that will extend through early 2022.
Both parties will promote the core assets of each group, with FanDuel integrating into The Ringer’s network. The Ringer will participate in and boost the profile of FanDuel’s fantasy sports division as well.
The Ringer was founded by Bill Simmons, self-styled “Sportsguy,” who previously piloted “Grantland” under ESPN before parting ways with that network in 2015. The following year he started The Ringer, and in 2020, it was purchased by Spotify. The Ringer is home to more than two dozen podcasts focused on pop culture, sports, and where the two meet.
As part of the new agreement, FanDuel will be the exclusive sports betting and daily fantasy sports partner across The Ringer network of websites and podcasts. Simmons and other personalities are expected to participate in fantasy sports leagues and comment on the topic through The Ringer content channels.
FanDuel Partnerships Expand In Many Directions
In 2021, FanDuel was named one of three exclusive partners by the National Football League in a historic tri-exclusive deal. In the partnership, FanDuel, as well as Caesars Entertainment (Caesars recently purchased William Hill) and DraftKings are named Official Sports Betting Partners of the NFL, with the rights to use NFL marks in retail and online sports betting venues.
Also in 2021, FanDuel made an arrangement with the Phoenix Suns on a multi-year deal to offer daily fantasy sports and sportsbook offerings to fans in Arizona. FanDuel is the authorized gaming operator, as well as the official daily fantasy partner of the National Basketball Association.
FanDuel’s efforts to increase the reach of their brand extends to media partners, professional leagues, and even athletes themselves.
Five months ago, Charles Barkley announced that he and FanDuel had entered into an agreement for the company to be his exclusive sports betting and daily fantasy sports partner. As part of the unique deal, which will serve as a template for former athletes and broadcasting talent, Barkley also serves as a FanDuel brand ambassador and spokesperson.
FanDuel Group offers online casino, sportsbook, online horse racing, and daily fantasy sports through their websites and mobile applications. It was founded 2009 and currently 95 percent of the company is owned by the former Paddy Power Betfair, which is now known as Flutter Entertainment.