As per the deal, Future PLC will include odds-driven modules in content across its FourFourTwo brand. The modules are specifically designed to allow FourFourTwo to build new sports betting value.

The modules integrate live odds from bet365, which allows FourFourTwo to provide multiple calls to action that maximise conversion.

The betting experience provided by the mentioned modules is enhanced by coverage offered by Spotlight Sports Group.

Additionally, the module offers sports betting insight on more than 20 leagues and cup competitions.

Spotlight Sports Group B2B Director Will Fyler said: “We’re delighted to roll out our Publisher Solutions to Future PLC and firstly on FourFourTwo. We’ve worked hard to create products that help media convert and monetise their sports audience.

"We have over 30 years of experience in converting sports fans to sports bettors through our own affiliate operations and we know how great content retains and activates users.”

Simon White, B2B Ecommerce Director, Future PLC, said: “Spotlight Sports Group come packed with huge experience of monetising a sports audience. The content they offer through their smart modules is excellent and we’re sure our customers will enjoy the extra sports betting insight. We’re excited to offer another dimension to our audience and enhance our customer experience.”

It will be interesting to see how increased betting content across traditional football media is received. For some who already bet and read about football, it will be a natural transition.

From gambling critics, however, we will likely hear some complaints...