FanDuel has emerged as the top sportsbook in the USA in the quickly-growing legal markets. To further strengthen their position, the company is launching a 24-hour TV network dedicated to broadcasting a wide variety of sports betting related content.
FanDuel has become a dominant force in online sports betting in the USA, and they have made a variety of forays into the world of media. They are prepared for their biggest media venture yet, re-branding long-running horse racing network TVG as FanDuel TV and proving programming related to sports and sports betting. Flutter is the parent company of FanDuel, purchasing the online bookmaker in 2018. Flutter has owned TVG for much longer, purchasing the network in 2009 for a sum of $50 million. The singular parent company of both parties makes for a natural fit, especially as sports betting continues to significantly outpace horse racing in terms of popularity in the USA.
TVG’s horse betting content will not come to a complete halt, however. The TVG horse betting app will not undergo any changes. In addition, TVG2 will continue to offer televised content around horse racing, although the network will also be re-branded and called FanDuel Racing. The TVG OTT app will get a rebranding of its own, to be known moving forward as FanDuel+. With the company holding a market share of 40% in the USA as a whole, the move to dominate the sports betting TV airwaves puts them in position to increase their stranglehold on the market and create even more awareness among casual sports fans.
Documents laying out plans for the re-branded network released to Legal Sports Report show that the companies intend to launch the new FanDuel TV in September of 2022. It is certainly no coincidence that the timing lines up with the start of the football season. FanDuel is eager to capitalize on the growing audience that has access to legal sports betting, as many states that have recently legalized sports betting will be experiencing their first full NFL season where online sports betting is allowed.
The influx of interested fans and experienced bettors creates a huge potential audience for the network, and FanDuel is prepared to deliver quality content and big-name talent. The documents shared with LSR show that former NFL Network host Kay Adams will be in the mix, as well as Ben Simmons and Pat McAfee. Tentative plans for network programming feature all three contributing to morning content based around betting on the NFL and NBA. The well-known names from the world of sports media will further aid the draw for casual sports fans to become better educated on sports betting and become valuable potential customers for FanDuel.
During the overnight hours, the plans for FanDuel TV are to broadcast live sporting events from lesser-known leagues where there are “watch and wager” rights available. South Korea’s KBO, Chinese basketball, and pickleball would comprise the events featured under this plan. These broadcasts would bring bettors close to the action and allow them unprecedented access to these sports that traditionally have struggled to find footing in the US broadcasting market. This type of programming would not only put more eyes on those leagues, but would of course also increase FanDuel’s offerings and give bettors more variety in terms of sports they can bet on as well as watch conveniently.
Having a network dedicated to the hobby of sports betting is a dream come true for gamblers all over the country. While many sports networks like MLB Network and their “Bettor’s Eye” show have begun incorporating sports betting content into their overall broadcasting schedule, having a network that is exclusively dedicated to sports betting will represent a new frontier in both the acceptance of sports betting. Given how well FanDuel has executed so far in the newly legal US markets, it seems like this endeavor is sure to deliver quality content as well as satisfy demand from a growing audience of fans with legal access to online sportsbooks.
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