Media and sports betting need each other. Over the past two years, brands Barstool Sports and Score Media and Gaming also sold to casino company Penn National Gaming, and became marketing vehicles for its sportsbooks in the US and Canada, respectively.

Read more about why sports-betting affiliate sites are hot acquisition targets. Sites like The Action Network also became targets of affiliate conglomerates like Bettor Collective as referral engines for sports-betting platforms. Read more about Sports Illustrated's strategy to leverage sports betting through its deal with gambling company 888.

Storied publishers like Sports Illustrated licensed their brands to sportsbooks. Read more on DraftKings M&A strategy in an interview with its chief business officer. In 2021, DraftKings bought sports-gambling network VSIN, appointed its first chief media officer, and continued working with the sector to help with customer acquisition and retention. How media companies are working with gambling operators

How big is the sports betting industry