SBC News Voice of the Sports Betting Industry
Hosting a special conference call, Rafi Ashkenazi Chief Executive of The Stars Group Inc, has detailed further insights and arrangements related to the firm’s announced joint venture ‘FOX Bet’, partnering with US national broadcaster FOX.
Securing a 25-year commercial agreement, the Stars Group will act as lead sports betting and igaming services provider for the FOX Corporation.
“This partnership gives us the ideal platform to excel in the US market. working with the iconic FOX brand, which secures an extensive portfolio of premier sports rights and programming, supported with incredible on-air talent and reaching nearly all US households,” Ashkenazi details to Stars Group investors.
Stars Group governance believes that in FOX it has secured the ideal multimedia partner to scale the US market, allowing the company to ‘capitalise on its proprietary technologies and operating expertise’ – replicating the ‘success of Sky Bet within the UK market’.
Detailing strong JV foundations, the Stars Group underlines that it has partnered with a multimedia operator that can reach ‘100 million viewers in a single weekend of programming’.
JV partner FOX Sports is recognised as ‘US Sports second most recognisable brand,’ supporting a diverse portfolio of sports programming, including broadcasts of the NFL, MLB, MLS, Nascar and US Golf.
Ashkenazi emphasises the commitment FOX has undertaken on the joint-venture, which sees the US media firm acquire 4.99% in the Stars Group Inc. In addition, FOX will further gain ‘the right to acquire up to a 50% equity stake in The Stars Group’s US business’.
“The arrangement provides both parties with a significant economic and strategic alignment, that maintains the ability to convert long-term commercial opportunities into a successful 50-50 joint venture partnership”, Ashkenazi details.
In the presentation, Ashkenazi confirms that the FOX Bet will be led by current Stars Group Chief Corporate Development Officer Robin Chhabra as joint-venture CEO.
Building Fox Bet’s foundations, the Stars Group has set up a ‘US advisory board’ led by Ted Moss, former managing director SkyBet UK, and Andy Clerkson founder Grande Parade.
Leading the Fox Bet JV, Robin Chhabra states confidence in delivering US betting’s premier wagering proposition, as ‘FOX Sports is the ideal springboard – a media brand embedded within US sports’.
Chhabra points to analysis, which highlights that the FOX Sports has superior brand awareness of 80% with US audiences, ‘50% higher than any daily fantasy sports operator or existing casino brand’ – “The strengthens of FOX are clear and provide us with an immediate advantage over market competitors,” Chhabra concludes.
