FanDuel Group has entered a multi-year partnership with college basketball insider Jon Rothstein.

The Flutter Entertainment-owned brand has become the exclusive sports betting partner of Rothstein as it looks to raise its digital profile.

Rothstein will create unique content for his social channels, where he will discuss betting alongside his usual college basketball coverage.

The 38-year-old host of podcast College Hoops Today will also feature as a frequent contributor on FanDuel’s digital shows and write articles for its various publications.

Rothstein commented: “I couldn’t be more excited to partner with FanDuel. The digital media space has drastically changed in the last five years, and I’ve been searching for the right opportunity to bring all of my content to one place — this is that opportunity.

“College basketball fans have an insatiable desire for content, and I look forward to partnering with FanDuel to give them the best content that they can receive each and every day.”

Their partnership grants FanDuel access to Rothstein’s name, likeness and popular taglines, including “we sleep in May.”

Together, they will purportedly collaborate on “fun, custom experiences for college basketball fans” which will be available in FanDuel’s sportsbook app.

Rothstein is the operator’s latest addition to its roster of sports personalities, joining the likes of analyst Pat McAfee, pro golfer Jordan Spieth and NBA legend Charles Barkley.

“Jon is an emerging talent with a passionate following, and we’re looking forward to working with him as we bring together sports betting and college basketball,” added Mike Raffensperger, FanDuel’s Chief Marketing Officer.

“We’ll work together to customise the betting and basketball experience, taking things to the next level for college hoops fans.”