Postmedia launches content partnership with Covers
Canadian companies prep for April 4 betting launch in Ontario.
Covers.com, a sports betting information website, and Postmedia Network on Friday unveiled a content partnership.
The two Canadian companies said in a statement their combined expertise will offer enhanced insights for Canada’s growing audience of betting enthusiasts.
Postmedia said its audience of more than 17 million monthly unique visitors will gain access to expanded betting content from Covers.com that brings together expert insight, rich experience and a passionate community to help create smarter sports bettors.
The two parties said content will be available across Postmedia news brands and will complement Postmedia sports coverage and sports betting offerings. Postmedia added its large and loyal sports community will benefit from expanded insights from Covers, which boasts a roster of analysts and an offering of odds, picks and guides.
Postmedia’s new sports betting newsletter, Closing Lines, launches this week, ahead of the expected launch of iGaming in Ontario on April 4.
According to officials with Postmedia, the growing category of licensed operators and marketers interested in the sports betting space now will be able to reach a vast and engaged audience across Postmedia properties with opportunities for sponsorship, advertising and affiliate programs – in print and online.
“Our agreement with Covers is a great complement to our already strong sports coverage, providing expert insights from the growing area of sports betting,” Mary Anne Lavallee, EVP, COO and interim CFO, Postmedia, said in a statement. “Postmedia is pleased to provide our broad and highly engaged audiences with in-depth insights as they explore this new area of sports entertainment, arising from the expected changes to legislation.”
Andrew Garven, Head of Marketing at Covers, added: “We are delighted to be joining forces with Postmedia and excited to work together to bridge the gap between traditional media and sports betting in Canada. With 27 years of experience in the industry, Covers has become a trusted resource for over 20 million users annually. Canadians therefore can have confidence that they will be receiving high-quality, refined and engaging content with one broad intention; to create smarter sports bettors.”
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