FanDuel Sports Network Partners with VSiN for Betting Content, a Year After DraftKings Divestment
FanDuel Sports Network has entered into a new content partnership with the sports betting information network VSiN, a move that will bring VSiN’s programming to FanDuel TV and its nine regional sports networks. The partnership comes just over a year after DraftKings sold VSiN back to its original founders, signaling a clear divergence in the media strategies of the two dominant U.S. sports betting operators.
New Programming for FanDuel’s Networks
Under the agreement, VSiN’s new morning show, “By the Books,” will air Monday through Friday on the FanDuel Sports Network app and its regional affiliates. The three-hour program, hosted by veteran broadcaster Dave Ross and former MLB pitcher Jensen Lewis, will provide analysis and insights on the day’s betting landscape.
This move provides FanDuel’s networks with a steady stream of professionally produced, betting-focused content from a well-established Las Vegas-based brand.
The DraftKings Context: A Tale of Two Strategies
The timing of the partnership is particularly noteworthy. In 2021, DraftKings acquired VSiN for a reported $70 million in a major push into the media space. However, in July 2024, DraftKings reversed course, selling the network back to its founders, Musburger Media, as part of a broader effort to “optimize” its content spending.
While DraftKings has pivoted away from owning and operating a media entity, FanDuel is clearly doubling down. The new VSiN deal is the latest in a series of moves by FanDuel to expand its media presence. This strategy began in earnest in 2022 when the company rebranded its TVG horse racing channels to FanDuel TV and began adding live sports rights and other content partnerships.
The new agreement allows FanDuel to provide its audience with “smart, entertaining betting insights tied to the teams and games our audience cares about most,” according to the company.
Understanding the FanDuel Sports Network
It is important to note that the FanDuel Sports Network is not owned by FanDuel itself. The network of nine regional sports channels, formerly known as Bally Sports, is owned and operated by Main Street Sports Group. That company, previously known as Diamond Sports Group, struck a deal with FanDuel for the exclusive naming rights after its own branding agreement with Bally’s came to an end.
This partnership structure allows FanDuel to leverage its brand across a major network of regional sports channels without the financial burden of direct ownership. The addition of VSiN’s content is a clear move to further populate those channels with relevant, betting-focused programming that aligns with the FanDuel brand.
The deal illustrates the ongoing strategic chess match between the top U.S. sportsbooks, with FanDuel betting on an integrated media strategy while DraftKings opts for a more streamlined, less content-heavy approach.
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