Gambling platforms are unleashing plans to become the next great sports media companies.

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Online sports betting is one of the fastest-growing markets — and it’s only going to get even more competitive. The best content may well be key to winning the pot.

For years, ESPN partnerships were the golden goose for FanDuel, DraftKings and their peers. Now they and Fanatics are competing for the same talent to take advantage of a shifting media landscape.

Sports betting companies have used partnerships with media outlets and personalities as a way to gain credibility and brand recognition with their target audiences. ESPN’s decision to lend its name to a sportsbook committed it to the battle for content against the two sports betting leaders.