Through the acquisition of Outkick Media, FanDuel’s exclusive marketing partner, FOX Corporation hopes to improve its presence in the US sports betting industry.
Founded by Clay Travis, Outkick Media produces sports, commentary, politics, and pop culture content for radio, podcasts, the web, and social media.
Via an exclusive marketing deal, the company is also a leading source of sports betting information in the United States and a major source of sports betting referrals to FOX’s affiliate FanDuel.
Growing digital portfolio
Lachlan Murdoch is the executive chairman and CEO of Fox Corporation said: “As FOX further diversifies our growing digital portfolio and broadens our position in the sports wagering ecosystem, there could be no better acquisition than Outkick,” said Fox Corporation executive chairman and chief executive officer Lachlan Murdoch.
“Clay and his team have quickly made Outkick a content powerhouse with a very large, loyal and engaged audience. We expect the synergies presented across FOX’s existing portfolio of assets will turbocharge this exciting business.”
Clay Travis’ sports radio show has over 10 million monthly listeners and is the top daily sports radio show in the mornings in the United States, while the Outkick podcast network, which launched in September, has now surpassed four million monthly episode downloads.
Millions of monthly visitors
Outkick also attracts millions of monthly visitors to its website, video updates, and social media sites, with about two-thirds of users being between the ages of 18 with 54, and more than 70 percent reporting a household income of $50,000 or more.
Travis continued: “Outkick has grown out of my passion for producing bold, well-informed, and entertaining content about sports, current events and, more recently, sports wagering.
“With the power of FOX behind us, we look forward to maintaining Outkick’s unwavering commitment to that mission, as well as further accelerating the growth of our audience, and continued leadership in the sports wagering affiliate category.”
Outkick will be run as a separate brand by FOX, with its content distributed through the network’s existing channels. Clay Travis will continue to be an integral part of Outkick as president, with Outkick Media co-owner Savage Ventures continuing to play an operational role in the company.
The deal comes less than a month after Fox Corp. sued FanDuel parent Flutter Entertainment for the right to buy a 18.6 percent interest in the sports betting and fantasy sports business.