FanDuel has renewed its partnership with sports media company The GIST to become its official sportsbook partner, a deal that includes a sports betting educational program.
The GIST is a women-founded and operated sports media firm in North America, providing global sports reports. As its sportsbook partner, FanDuel will work with the company to make sports wagering “more accessible, inclusive, and fun for underserved sports fans”.
Under the terms of the partnership, FanDuel Sportsbook odds will appear in The GIST’s 4x-weekly sports newsletters, including an NFL ‘Game of the Week’ and marquee game previews for the NBA and FIFA Women’s World Cup.
Throughout the NFL season and playoffs, FanDuel will have a significant newsletter presence including weekly presenting partner sponsorship and weekly NFL editorial section sponsorship.
The goal of The GIST is to “make sports more engaging and inclusive for an audience that hasn’t always resonated with the traditional, male-dominated sports world”.
“GISTers” – the newsletter’s readers – are described as “casual and avid sports fans who want to experience the connection and community sports can foster without the ‘boy’s club’ mentality”.
FanDuel adds that the renewed partnership will not only introduce GISTers to sports betting but also grow the sportsbook’s women and underserved sports fans userbase.
“We are in the second year of our partnership with The GIST and research showed that many GISTers have expressed intimidation when trying to get involved in sports betting,” commented Amy Howe, CEO of FanDuel Group.
“We know that GISTers are passionate sports fans and sports betting has the ability to enhance sports fandom and foster community. Our goal is to lower the barriers and bring the experience of sports betting to everyone.”
A sports betting educational program is included in the partnership, where The GIST editorial team will utilize FanDuel Sportsbook odds to provide sports betting education to its readers.
The two parties will work together exclusively to offer odds boosts and promotions for US GISTers during the upcoming NFL and NBA seasons and the FIFA Women’s World Cup.
During the 2021-22 NFL season, FanDuel began its collaboration with The GIST to offer a welcoming fantasy football contest exclusive to members of the newsletter’s community.
This partnership resulted in 700 total entries into the contest, 273 new registrations, an over 200% increase in interest from GISTers to play fantasy sports, and a significant brand affinity increase for FanDuel.