FanDuel had previously advertised on The Ringer, which was founded in 2016 by Simmons. Financial details of the deal were not disclosed, but FanDuel said the new sponsorship represents more than three times the company’s previous investment.
“The Ringer is part of our core strategy to reach, engage and build connections with fans in the US through compelling content creators,” said David Webb, VP of Media & Demand Generation, FanDuel Group. “The Ringer network and the group of talent there bring a unique perspective to sports and sports betting and we believe this combination will add continued value to our customers, fans and audiences alike. As industry leaders, FanDuel and The Ringer will collaborate to deliver on FanDuel’s promise to be absurdly fan-focused through the Ringer’s localized and endemic storytelling.”
FanDuel Sportsbook and Fantasy Sports will be promoted across podcasts, social, newsletters, video and website. Popular hosts including Simmons and Joe House will participate in special listener leagues and contests.
Spotify acquired The Ringer in 2020 for approximately $195m.
"We are delighted to deepen our partnership with FanDuel on such a unique engagement across The Ringer's portfolio,” said Angie More, Head of Global Podcast Sales at Spotify. “We're ready to develop and execute more creative ideas that will elevate both brands in the eyes of sports and pop culture fans.”
