FairPlay Sports Media (FPSM) has entered into a new strategic partnership with JOE Media Group, a move that significantly expands its presence in the UK and Irish sports publishing sector.
The deal will involve deep technology integrations, data-driven betting tools, and new sponsorship collaborations.
The agreement will see JOE Media Group’s popular sports coverage enhanced with FairPlay’s proprietary BetTech and AI-powered solutions.
These tools are specifically designed to create a smoother and more efficient connection between JOE’s editorial content and bookmaker engagement.
Through this collaboration, JOE’s global audience of 28 million users will gain access to integrated betting widgets and advanced price comparison tools. This technology will allow readers to initiate direct bet placement journeys from within JOE’s sports articles and other content.
According to FairPlay Sports Media, the partnership’s core strategy is to combine its extensive operator network and sophisticated data infrastructure with JOE’s massive social publishing reach.
The integration is set to begin with deep-linked widgets embedded directly into sports content, with plans to expand into social media and video branding opportunities for operators in the near future.
The deal continues FairPlay’s successful approach of pairing its powerful betting network with large-scale media platforms that can integrate its data and product technologies.
The rollout is expected to include additional social and video partnerships later in 2025, further extending the company’s reach.
This move follows a period of internal expansion for FPSM. In March 2025, the company strengthened its executive team with the appointment of Jerome Underhill as Chief Operating Officer and Andrew Smith as Chief Financial Officer.
Both were brought on to support FairPlay’s focus on innovation and growth across its portfolio, which includes prominent brands like Oddschecker, Whoscored.com, and SuperScommesse.
Stuart Simms, Group CEO at FairPlay Sports Media, said:
“JOE has become a household name for sports news and engaging content in the last decade. As a brand, it’s an ideal fit for FairPlay Sports Media’s BetTech and betting consultancy services, which together will enhance editorial content, deliver new revenue streams and ultimately, create a better fan experience.”
Paul O’Donohoe, Managing Partner at JOE Media Group, added:
“Now with the integration of this tech and FairPlay’s extensive operator network, we will be able to make a big step into the transactional space.”
