JOE will use FairPlay’s BetTech and AI tools in sports coverage. This marks another big partnership for the sports media network. FairPlay Sports Media just signed a strategic partnership with JOE Media Group. The company expands into UK and Irish sports publishing through technology integrations, data-driven betting tools and sponsorship collaborations. JOE’s sports coverage gets FairPlay’s BetTech and AI-powered solutions. These tools create connections between editorial content and bookmaker engagement.

28 million global users at JOE can now use betting widgets and price comparison tools. Users place bets directly from content pages. FairPlay Sports Media says the partnership combines its operator network and data infrastructure with JOE’s social publishing reach. Deep-linked widgets go into sports content first. Social and video branding opportunities for operators come next.

FairPlay Sports Media Partners with JOE to Expand Betting Technology and Fan Engagement

Stuart Simms, Group CEO at FairPlay Sports Media, said: “JOE has become a household name for sports news and engaging content in the last decade. As a brand, it’s an ideal fit for FairPlay Sports Media’s BetTech and betting consultancy services, which together will enhance editorial content, deliver new revenue streams and ultimately, create a better fan experience.”

Paul O’Donohoe, Managing Partner at JOE Media Group, added: “Now with the integration of this tech and FairPlay’s extensive operator network, we will be able to make a big step into the transactional space.” FairPlay Sports Media hired Jerome Underhill as COO and Andrew Smith as CFO in March 2025. Both executives support FairPlay’s innovation and growth across Oddschecker, Whoscored.com, and SuperScommesse.

JOE becomes FairPlay’s newest media platform partner. The company integrates betting network data and product technologies at scale. Additional social and video partnerships launch later in 2025. FairPlay extends reach across the sports media and betting technology ecosystem.