Fox Sports has signed a long term brand licensing deal with The Stars Group which will see the creation of a new Fox Bet branded service.
Announced earlier this month, Fox Bet will offer a nationwide free-to-play game, awarding cash prizes to players who correctly predict the outcome of sports games, plus a second game in US states where betting is permitted, offering fans the chance to bet real money on a wide range of sporting events.
The Stars Group has a similar branding agreement with Sky in the UK as part of its 2014 acquisition of Sky Bet.
The Canadian based firm is also the operator of several big gaming brands, including PokerStars, PokerStars Casino, BetStars and Full Tilt Poker, which are considered by many players as among the best betting sites and which regularly top the list of best US casinos.
Rafi Ashkenazi, Chief Executive Officer of The Stars Group said: “We believe this strategic partnership uniquely positions us to build a leading betting business in the U.S., which represents one of the most exciting long-term growth opportunities for our company.
“Leveraging our proven media partnership strategy with Sky Sports in the UK, we are excited to partner with FOX Sports to integrate wagering into sports media and drive customer acquisition and retention in the U.S.”
Eric Shanks, Chief Executive Officer and Executive Producer of FOX Sports added: “FOX Sports is already synonymous with the best live sports events in the country and now we are expanding the way we immerse fans in the sports culture they love.
“Digital sports wagering represents a growing market opportunity that allows us to diversify our revenue streams, connect directly with consumers and expand the reach of the FOX Sports brand.”