Under their agreement, the latter company’s audience will gain access to expanded betting coverage from Covers.
The content will be accessible via Postmedia’s news brands, and complement its existing sports and betting offer.
“Our agreement with Covers is a great complement to our already strong sports coverage providing expert insights from the growing area of sports betting,” said Mary Anne Lavallee, Executive Vice President, Chief Operating Officer and Interim Chief Financial Officer at Postmedia.
“Postmedia is pleased to provide our broad and highly engaged audiences with in-depth insights as they explore this new area of sports entertainment, arising from the expected changes to legislation.”
This deal comes as Postmedia debuts a sports betting-focused newsletter, Closing Lines, in time for the launch of Ontario’s regulated iGaming market on 4 April.
When online betting and gambling go live next week, Canada’s most populous province is expected to be a highly lucrative opportunity.
With over 10 million potential players, many of whom will be new to betting and looking for wagering tips, this partnership between Postmedia and Covers will likely prove highly beneficial.
Andrew Garven, Head of Marketing at Covers, said: “We’re delighted to be joining forces with Postmedia and excited to work together to bridge the gap between traditional media and sports betting in Canada.
“With 27 years of experience in the industry, Covers has become a trusted resource for over 20 million users annually.
“Canadians can therefore have confidence that they will be receiving high-quality, refined and engaging content with one broad intention; to create smarter sports bettors.”
