Postmedia, Covers launch betting content partnership

Sports betting information and news website Covers and Postmedia Network have announced a content partnership that combines the two companies’ expertise to offer insights for Canada’s growing audience of betting enthusiasts.

A press release says that Postmedia’s audience of more than 17 million monthly unique visitors will gain access to expanded betting content from Covers “to help create smarter sports bettors”. Content will be available across Postmedia news brands and complement Postmedia‘s existing sports coverage and sports betting offerings.

“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, EVP, COO and Interim CFO, 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.”

Andrew Garven, Head of Marketing at Covers, added: “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.”

Postmedia’s sports community will benefit from expanded insights from Covers, which boasts a roster of industry-leading analysts and a best-in-class offering for odds, picks, and guides.

In addition, Postmedia’s new sports betting newsletter, Closing Lines, launches this week ahead of Ontario’s regulated online gaming market opening April 4.

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