FairPlay Sports Media Forges Strategic Partnership with The Sporting News

Collaboration to integrate FairPlay’s AI and betting technology to deliver readers a richer engagement experience and enhanced access to betting opportunities

FairPlay Sports Media, the fan and AI-powered global sports media network, has announced a landmark strategic technology partnership with The Sporting News, one of the world’s most iconic sports publishers, to deliver richer, AI-powered analysis and betting opportunities across its global markets.

The deal will see FairPlay deploy its advanced BetTech and monetisation capabilities, including real-time odds, offers, and bet builder comparison product across key The Sporting News global markets, including the UK, Spain, Brazil, and Mexico, while also providing strategic direction for its digital betting initiatives.

FairPlay will work directly with The Sporting News teams to operate at the core of its broader betting approach, cultivating global operator relationships, and ultimately, further monetise its vast global platform. The publisher will continue to own content generation and organic performance services, while leveraging AI-powered technology to drive engagement.

Stuart Simms, Group CEO at FairPlay Sports Media, said: “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.”

Martyn Jones, co-CEO at The Sporting News, added: “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, and 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 opportunities.”