FairPlay Sports Media has announced a new strategic partnership with UK and Ireland sports publisher JOE, integrating its BetTech and AI-powered solutions to enhance the publication’s betting-related content and user experience.
The collaboration will see JOE’s platform incorporate FairPlay’s betting technology to create more dynamic, data-driven sports content and improve user engagement through seamless betting journeys with operator partners. The integration will include embedded widgets within editorial content, allowing readers to access partner betslips and view competitive odds directly on-site.
FairPlay Sports Media, which operates a global sports media and betting network, will also use JOE’s established brand presence and audience reach for additional monetisation opportunities, including co-branded social media and video initiatives.
JOE, which recorded 1.7 billion minutes of content viewed in 2024, attracts a global audience of 28 million. The partnership is designed to strengthen its sports coverage and provide more value-driven engagement for betting operators across FairPlay’s network.
Stuart Simms, Group CEO at FairPlay Sports Media, said: “JOE has become a household name for sports news and engaging content in the last decade, both in its core Irish market but also worldwide. As a brand, it’s an ideal fit for FairPlay Sports Media’s BetTech and betting consultancy services, which together will enhance editorial content, deliver new revenue streams, and ultimately, create a better fan experience.
“As a network, we’ve proven that we can offer huge value to partners by integrating complementary tools, adding sharper betting insight which levels the playing field for users, and facilitating the link between sportsbooks and prominent media brands, like JOE, in order to fulfil their engagement and monetisation potential.”
Paul O’Donohoe, Managing Partner at JOE Media Group, added: “We are excited to partner with FairPlay Sports Media’s BetTech offering. We are one of the leading social publishing groups for driving front-end engagements globally. Now with the integration of this tech and FairPlay’s extensive operator network, we will be able to make a big step into the transactional space.
“The data we now have access to as part of this agreement will also help us to provide dynamic informative content around the sports conversation to help give our audience a richer fan experience and help them level the playing field.”
