The Australian-based sportsbook, which will be live in 11 states with its impending launch in Kansas after arriving in the U.S. in 2019, is joining the ranks of operators looking for ways to reach and retain their customer base while lessening traditional media advertising spend. It follows a recent move by FanDuel, the U.S. sports wagering marketplace leader, which recently announced it is rebranding TVG Network to FanDuel TV and will have former NFL Network anchor Kay Adams hosting a weekday morning show.
“The Hustle” will be a collaboration combining Front Office Sports’ in-house content creators and editorial guidance from Teddy Greenstein, who recently expanded his role to become PointsBet’s senior editor and player development manager. The newsletter will be sent to an email distribution list that has more than 1 million PointsBet subscribers.
“We’ve been doing it now for about a year,” Greenstein told Sports Handle about the newsletter. “We try to have six to eight betting items in there and it’s been going out to 60 or 70 thousand people, and now it’s going out to over a million. It will go out to all our PointsBet clients and prospects and leads, and every PointsBet employee.
“It will be going out three times per week with the potential for five times a week.”
The Hustle’s first newsletter is expected to be released Sept. 8, ahead of Week 1 of the NFL season.
Front Office Sports also has an email subscriber base of more than 1 million in providing coverage for various components of the sports world, including tech, finance, and sports wagering. Its total newsletter reach for all subjects is more than 20 million, and according to Axios, Front Office Sports has a valuation of approximately $25 million after a growth-equity funding round from Crain Communications in February.
In other PointsBet news…
Separately, PointsBet named Edward Hartman its group chief strategy officer, and Hartman will begin the role next Tuesday. Hartman had most recently been serving as executive vice president for business operations for the USFL and senior vice president for digital partnerships and wagering at FOX Bet.
“We are very pleased that a senior executive of Edward’s quality and experience is joining PointsBet,” PointsBet Group CEO Sam Swanell said in a statement. “With more than two decades of corporate and operational development experience in capital markets, media, and wagering, I’m confident that his strategic insights will help maximize PointsBet’s success in our ongoing growth.”
Hartman also was senior vice president for corporate development at FOX Corporation and senior vice president of mergers and acquisitions at News Corp., FOX Corporation’s sister company. He will lead the group strategy function and work in tandem with the global leadership team and board of directors to “identify new opportunities and strengthen our operations.”
“PointsBet has quickly established a tremendous competitive position in its core global markets. The business has incredibly strong operating momentum and a world-class team of people behind it,” Hartman said in a statement. “I am humbled and excited to have the opportunity to help drive PointsBet’s strategic priorities, particularly in the very fast growing North American market. I look forward to working with Sam and the broader management team.”