FOX Bet Named Official MLB Gaming Partner

By Ben Hamill - October 17 2019

FOX Bet has just become the 4th official Authorised Gaming Partner to US Major Basketball League (the MLB). Fox BET now joins MGM, FanDuel and DraftKings as the 4th partner in the exclusive gaming programme. The latest FOX entity is the result of a combined partnership between FOX Sports and ever-popular The Stars Group. The partnership has been enjoying a lot of public airtime as it is, being the very first time a major US partnership consisting of two or more major brand names becomes the official public face of a sports betting operator.

Fox BET does not replace any of the existing PokerStars platforms but will operate in its own space and capacity of an official sports betting entity or bookie and will obviously not have anything to do with Poker, which is what The Stars Group is famous for. The latest partnership will enable Fox BET to make use of official MLB data and branding in order to advertise its own branded range of products and sports betting offerings in the US.

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How It All Came To Pass

The initial joint venture was made possible following FOX Sports having acquired a stake in The Stars Group. The provisions of the deal include the establishment of an official validity period totalling 25 years, which is of course perfectly aligned with all that the joint venture hopes to achieve in terms of establishing itself as a leading sports betting operator and official big-league partner in the US.

The initial partnership also provides to FOX the opportunity to eventually acquire a 50% equity ownership value in The Stars Group’s US business ownership venture. The expectation is that FOX will exercise this right, especially now that the joint venture has managed to successfully lure the NFL as well as the MLB into its corner.

Perfect Timing

Becoming an official MLB sports betting partner will open up a world of bettor engagement opportunities for FOX Bet. The MLB enjoys the support of millions on US soil and its bound to grow even bigger a brand still now that digital interaction is being made possible. It’s all about buying in on the very essence of a sport and ramping it up on the engagement front.

The time of announcement of the new deal could not have been made at a more appropriate time either, being directly ahead of the October 22 start of the 2019 World Series.

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