Fox Expands into Direct Sports Betting Products with FOX Bet in Landmark Philadelphia Deal

Published December 3, 2019 by Lee R

Fox Expands into Direct Sports Betting Products with FOX Bet in Landmark Philadelphia Deal

FOX Bet will position in-house betting services with major sports leagues through local team sponsorships and mobile technology.


With the PASPA repeal and the legalization of sports betting in the US, deals between major sports leagues and casinos are rapidly being followed by news organizations partnering with casinos and offering their own branded sports betting.

New Deal in Philly

A prime example of this is Fox in Pennsylvania: on the spurs of a recent collaboration with Bensalem PA's Parx Casino for marketing and promotion through its online and casino products, the Philadelphia 76ers basketball team announced an agreement with FOX Bet to become an official partner.

Sportsbook Partners with Sports Team

This deal marks the first time a mobile sportsbook will partner with an NBA franchise; it also marks the first revelation to many that FOX Bet has been launched by FoxSports and the prominent gaming conglomerate Stars Group, further indicating that the Fox brand of sports and news organization now includes an endorsed sports book.

Marketing Platforms

As far as platforms where the FOX Bet brand is implemented, the new Pennsylvania agreement is designed to enhance brand awareness through and mobile application through mediums such as the team’s traditional, digital and social media assets; custom home game promotions; exposure on courtside and LED-signage, and more.

Team Positioning

Already an authorized gaming operator of the NBA, FOX Bet further links its positioning back in to the deal with the presentation of near-live game replays on 76ers Twitter, and serve as the 76ers radio game broadcast presenting partner and on the team’s hype video played on the scoreboard leading before the fourth quarter of home games.

App Incentives

Participation will be incentivized for FOX Bet customers in both Pennsylvania and New Jersey through special offers and promos during the early part of the NBA regular season, starting with a $20 credit towards their first wager for all who download the app.


By uniting with the prominent gaming conglomerate Stars Group to create a sportsbook; linking that sportsbook with local teams; and offering incentives to download the app; Fox has shown how sports outlets are tying in their brands and services to sports betting in the post-PASPA US, and the localized example in Philadelphia is sure to spread to other teams and regions rapidly. 

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