FanDuel builds on diversity focus with Gaming Society partnership

FanDuel has agreed to become the first official sportsbook partner of sports betting media platform Gaming Society.

Under the agreement, FanDuel will sponsor Gaming Society’s NFL-focused newsletter, which is distributed every Thursday.

The newsletter showcases topics on and off the field through the lens of sports betting and gamification.

It also looks to emphasize storytelling and betting education, and the new agreement will include regular betting tips on a weekly segment called ‘The Betting Academy’, which comes through the educational part of the company’s content delivery.

The partnership is amid a wider focus on female bettors, with the Gaming Society newsletter entirely a female-led company aiming to “underscore approachability” for women and betting.

This focus was highlighted by FanDuel CEO Amy Howe in an accompanying statement.

“FanDuel has driven great awareness among female sports fans – leading into this season, we found that nearly two-thirds of female NFL fans in live sportsbook states were aware of FanDuel,” Howe said.

“We are excited to be the first sports betting operator to partner with Gaming Society. FanDuel knows that women are sports fans, and we want to tap into already established communities that are seeking out sports betting content in environments that speak directly to them,” she added