In a “wolf investing in hen houses” type of move, DraftKings has acquired Vegas Sports Information Network (VSiN).
The sportsbook and daily fantasy provider announced Tuesday the purchase of VSiN, although no price was mentioned in the early-morning press release.
VSiN, founded in 2017 by Brian Musburger, nephew of iconic broadcaster Brent Musburger, has been delivering up to 18 hours a day of independent news and analysis concerning the world of sports betting. DraftKings, of course, is in the business of booking sports bets. The combination of the two — although the press release insists DraftKings will allow VSiN to maintain full “editorial independence” — is already leaving a bad taste in the mouths of some of the sports betting world’s more prominent figures.
Just canceled my subscription. I was a viewer since Day 1 – but this is a bridge too far. ☹️👎 https://t.co/bM7br4tmjo
— Captain Jack Andrews (@capjack2000) March 30, 2021
Content, content, content
“VSiN creates authentic and credible content that resonates with sports bettors at every level, whether they’re experienced or new to sports betting,” Jason Robins, DraftKings’ co-founder, CEO, and chairman of the board, said in the press release. “In addition to its brand equity among sports bettors and engaging talent roster, VSiN also has an established infrastructure that DraftKings can immediately help expand, in the hopes of adding value to consumers who are looking to become more knowledgeable about sports betting.”
VSiN, which is based in Las Vegas, has seen its star rise in the four years it has been up and running. Its original content can be seen and heard daily across multiple platforms, including Comcast Xfinity, Sling TV, fuboTV, Rogers’ Sportsnet, MSG Networks, NESN, AT&T Pittsburgh, Marquee Sports Network, iHeartRadio and TuneIn, FM and AM radio, and numerous podcasts.
In addition to the Musburger clan, other personalities across the VSiN network include former NFL executive Michael Lombardi, host of the Beating the Book podcast Gill Alexander, and Pauly Howard and Mitch Moss, co-hosts of VSiN’s popular morning show, Follow the Money.
“We created VSiN as a destination for sports bettors to find the most credible content to help inform their wagering decisions,” said Brian Musburger. “Harnessing the power and network of the DraftKings brand will allow us to reach an even wider audience with our unique content.”
Media companies, sportsbooks, unite!
This isn’t the first time a sportsbook has teamed up with a media company.
In June, FanDuel entered into a “strategic content and distribution partnership” with SportsGrid, which bills itself as the nation’s first 24-hour network dedicated to sports betting. That deal, which has the two companies collaborating on over 50 hours a week of content, also came with an important caveat: SportsGrid only uses FanDuel’s odds, data, and promotions across all content.
There is no mention in the DraftKings/VSiN deal concerning what odds, data, and promotions VSiN will use, although the “maintaining editorial independence” piece of the puzzle, as referenced in the press release, will undoubtedly be watched closely by industry insiders.