The announcement of a cross-promotional relationship between FanDuel and TuneIn could provide an Easter egg as to what fantasy sports content could look like in coming years.
The FanDuel TuneIn announcement on Friday is a first for both companies, but it’s what the relationship could evolve into that is most intriguing.
On the heels of Twitter announcing several new sports-themed content programs, the possibility that FanDuel could get into the same business is increased by this partnership with TuneIn.
A press release from FanDuel simply announces the integration of a TuneIn button on FanDuel’s platforms, and TuneIn listeners should expect FanDuel ads going forward. FanDuel users can now access TuneIn feeds associated with the contests they are participating in without leaving FanDuel’s desktop or mobile applications. It’s that new capability that is most interesting.
With audio now integrated into FanDuel, but currently provided by TuneIn, there’s nothing stopping FanDuel from eventually producing its own audio content for users. Anything from nightly recaps of the best performances of the day to pre-game lineup updates to live celebrity drafts or even a radio-style call-in show are all theoretically possible.
Producing its own content, and perhaps eventually expanding that to video, would create new revenue streams for FanDuel. Presenting sponsorships for the content as well as in-content activations and commercial time could be sold. With a robust user base that could be sold as millions of eyes that potential sponsors could get their products in front of, the potential is attractive.
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Getting that content production engine up and running, however, is costly. That’s why for the time being, having the content produced by a partner like TuneIn makes more sense for FanDuel. FanDuel has other matters, like the legality of its contests in many states and its potential merger with DraftKings to attend to.
Once those issues are resolved, however, it shouldn’t surprise anyone for FanDuel to start production on its own content. The brand power it already carries would make it an instant destination for many daily fantasy sports players and the potential for new revenue makes it worth attempting.