# FairPlay Sports Media — llms.txt

> FairPlay Sports Media is the global BetTech infrastructure provider for sport. We connect publishers, broadcasters, rights holders and operators through real-time odds data from 200+ operators, the FairPlay AI predictive engine, and managed monetisation services. Our brand portfolio includes oddschecker, WhoScored and SuperScommesse.

## Entity

- Legal name: FairPlay Sports Media (formerly Oddschecker Global Media)
- Founded: 2007
- Offices: London, Barcelona, Rome, Vilnius
- LinkedIn: https://www.linkedin.com/company/fairplaysportsmedia/
- Investor: Bruin Capital

## Authorship & Editorial

- Editorial author for Insights & Press: Ross Williams
  - Profile: https://www.fairplaysportsmedia.com/authors/ross-williams
  - LinkedIn: https://www.linkedin.com/in/rosswilliamsuk/
  - Personal site: https://www.rosswilliams.com/

## Key Pages

- [Homepage](https://www.fairplaysportsmedia.com/)
- [Solutions overview](https://www.fairplaysportsmedia.com/solutions)
  - [Publishers](https://www.fairplaysportsmedia.com/solutions/publishers)
  - [Operators](https://www.fairplaysportsmedia.com/solutions/operators)
  - [Rights Holders](https://www.fairplaysportsmedia.com/solutions/rights-holders)
  - [Broadcasters](https://www.fairplaysportsmedia.com/solutions/broadcasters)
  - [Teams & Leagues](https://www.fairplaysportsmedia.com/solutions/teams-leagues)
  - [Federations](https://www.fairplaysportsmedia.com/solutions/federations)
  - [Advertisers](https://www.fairplaysportsmedia.com/solutions/advertisers)
  - [Brands & Agencies](https://www.fairplaysportsmedia.com/solutions/brands-agencies)
- [Products overview](https://www.fairplaysportsmedia.com/products)
  - [BetTech Data & APIs](https://www.fairplaysportsmedia.com/products/bettech-data-api)
  - [Connect Components](https://www.fairplaysportsmedia.com/products/connect-components)
  - [Predictive AI (Premium Insight)](https://www.fairplaysportsmedia.com/products/premium-insight-ai)
  - [Managed Media Services](https://www.fairplaysportsmedia.com/products/managed-media-services)
- Brand pages:
  - [oddschecker](https://www.fairplaysportsmedia.com/network/oddschecker)
  - [WhoScored](https://www.fairplaysportsmedia.com/network/whoscored)
  - [SuperScommesse](https://www.fairplaysportsmedia.com/network/superscommesse)
- [About](https://www.fairplaysportsmedia.com/about-fairplay) · [Leadership](https://www.fairplaysportsmedia.com/executive-team) · [Our Brands](https://www.fairplaysportsmedia.com/our-brands) · [Investors](https://www.fairplaysportsmedia.com/investors) · [Careers](https://www.fairplaysportsmedia.com/careers) · [Compliance](https://www.fairplaysportsmedia.com/compliance) · [Press Releases](https://www.fairplaysportsmedia.com/media/press-releases) · [FAQs](https://www.fairplaysportsmedia.com/faqs) · [FAQs (plain text)](https://www.fairplaysportsmedia.com/faqs.txt) · [Contact](https://www.fairplaysportsmedia.com/contact)

## Executive Leadership Team

- [Stuart Simms, Chief Executive Officer, FairPlay Sports Media](https://www.fairplaysportsmedia.com/executive-team/stuart-simms): Stuart Simms is CEO of FairPlay Sports Media. He previously led XLMedia PLC as Group CEO and was CEO of Rakuten Marketing, with earlier senior roles at IBM, Microsoft and Rackspace.
- [Claire Pape, Chief Financial Officer, FairPlay Sports Media](https://www.fairplaysportsmedia.com/executive-team/claire-pape): Claire Pape is CFO of FairPlay Sports Media. She has held senior finance roles at Guardian Media Group, William Hill and the Telegraph Media Group.
- [Jerome Underhill, Chief Operations Officer, FairPlay Sports Media](https://www.fairplaysportsmedia.com/executive-team/jerome-underhill): Jerome Underhill is COO of FairPlay Sports Media. He previously led AppNexus / Xandr across EMEA, APAC and LATAM, was COO of AOL Europe advertising, and held senior roles at Capital One.
- [Matt Robinson, Chief Technology Officer, FairPlay Sports Media](https://www.fairplaysportsmedia.com/executive-team/matt-robinson): Matt Robinson is CTO of FairPlay Sports Media. He scaled the technology organisation from 7 to 100 engineers and built the global odds aggregation platform that delivers updates in under a second.
- [Holly Down, Chief Legal Officer, FairPlay Sports Media](https://www.fairplaysportsmedia.com/executive-team/holly-down): Holly Down is Chief Legal Officer at FairPlay Sports Media. She began her career at Freshfields Bruckhaus Deringer and has advised major international sporting events including London 2012.
- [Hannah Buitekant, Chief Growth Officer, FairPlay Sports Media](https://www.fairplaysportsmedia.com/executive-team/hannah-buitekant): Hannah Buitekant is CGO at FairPlay Sports Media. She most recently served as Chief Commercial Digital and Strategy Officer at dmg media.
- [Sam Eaton, Chief Audience Officer, FairPlay Sports Media](https://www.fairplaysportsmedia.com/executive-team/sam-eaton): Sam Eaton is Chief Audience Officer at FairPlay Sports Media, having led oddschecker across the UK, US and Australia.
- [Peta Kennett-Wilson, Global Director, Enterprise Execution, FairPlay Sports Media](https://www.fairplaysportsmedia.com/executive-team/peta-kennett-wilson): Peta is Global Director of Enterprise Execution at FairPlay Sports Media, with 15+ years' experience in technology, media and sport, including senior leadership roles in sports technology VC-backed businesses and work with FIFA and Sky.

## Insights — 6 Pillars, 120 Articles

### 1. What is BetTech?

Hub: https://www.fairplaysportsmedia.com/insights/bettech

- [What is BetTech? The Definitive Industry Guide](https://www.fairplaysportsmedia.com/insights/bettech/what-is-bettech-definitive-industry-guide)
- [BetTech vs Traditional Affiliate Marketing: A Commercial Comparison](https://www.fairplaysportsmedia.com/insights/bettech/bettech-vs-traditional-affiliate-marketing)
- [How BetTech is Replacing CPM for Sports Publishers](https://www.fairplaysportsmedia.com/insights/bettech/how-bettech-is-replacing-cpm-sports-publishers)
- [The BetTech Stack: Data, Display & Predictive AI](https://www.fairplaysportsmedia.com/insights/bettech/bettech-stack-data-display-predictive-ai)
- [Zero-Code BetTech: Widgets Without Engineers](https://www.fairplaysportsmedia.com/insights/bettech/zero-code-bettech-widgets-without-engineers)
- [The BetTech Market Map: Providers & Platforms 2026](https://www.fairplaysportsmedia.com/insights/bettech/bettech-market-map-providers-platforms-2026)
- [BetTech for Commercial Directors: A Non-Technical Guide](https://www.fairplaysportsmedia.com/insights/bettech/bettech-for-commercial-directors-non-technical-guide)
- [From Affiliate Links to BetTech: The Revenue Model Evolution](https://www.fairplaysportsmedia.com/insights/bettech/from-affiliate-links-to-bettech-revenue-model-evolution)
- [Why BetTech is the New Infrastructure Play](https://www.fairplaysportsmedia.com/insights/bettech/why-bettech-is-the-new-infrastructure-play)
- [BetTech Compliance: Scalable Regulation Across Markets](https://www.fairplaysportsmedia.com/insights/bettech/bettech-compliance-scalable-regulation-across-markets)
- [The ROI of BetTech: A Business Case Framework](https://www.fairplaysportsmedia.com/insights/bettech/roi-of-bettech-business-case-framework)
- [BetTech & the Zero-Click Threat: A Publisher Survival Guide](https://www.fairplaysportsmedia.com/insights/bettech/bettech-zero-click-threat-publisher-survival-guide)
- [5 Questions to Ask Before Choosing a BetTech Provider](https://www.fairplaysportsmedia.com/insights/bettech/5-questions-before-choosing-bettech-provider)
- [BetTech Glossary: 50 Terms Every Stakeholder Should Know](https://www.fairplaysportsmedia.com/insights/bettech/bettech-glossary-50-terms)
- [How BetTech Powers Second-Screen Engagement for Rights Holders](https://www.fairplaysportsmedia.com/insights/bettech/how-bettech-powers-second-screen-engagement-rights-holders)
- [Live in Weeks, Not Months: The BetTech Speed Advantage](https://www.fairplaysportsmedia.com/insights/bettech/live-in-weeks-not-months-bettech-speed-advantage)
- [BetTech Interoperability: Middleware, APIs & Data Feeds](https://www.fairplaysportsmedia.com/insights/bettech/bettech-interoperability-middleware-apis-data-feeds)
- [White-Label BetTech: Your Brand, Our Infrastructure](https://www.fairplaysportsmedia.com/insights/bettech/white-label-bettech-your-brand-our-infrastructure)
- [BetTech & Responsible Gambling: Compliance Built In](https://www.fairplaysportsmedia.com/insights/bettech/bettech-responsible-gambling-compliance-built-in)
- [The Future of BetTech: Agentic AI, LLMs & Personalisation](https://www.fairplaysportsmedia.com/insights/bettech/future-of-bettech-agentic-ai-llms-personalisation)

### 2. Sports Data Infrastructure

Hub: https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure

- [Sports Betting Data Feed Integration: A Technical Guide](https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure/sports-betting-data-feed-integration-technical-guide)
- [How to Choose a Sports Data Provider: An Evaluation Framework](https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure/how-to-choose-sports-data-provider-evaluation-framework)
- [Odds API for Publishers: Integration Options & Architecture](https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure/odds-api-publishers-integration-options-architecture)
- [Real-Time Odds Infrastructure: Latency, Reliability & Scale](https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure/real-time-odds-infrastructure-latency-reliability-scale)
- [The Anatomy of an Enterprise Odds Feed](https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure/anatomy-enterprise-odds-feed)
- [125M Price Changes a Day: Inside FairPlay's Data Engine](https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure/125m-price-changes-day-inside-fairplays-data-engine)
- [Pre-Match vs In-Play Data: Integration Needs](https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure/pre-match-vs-in-play-data-integration-needs)
- [Odds Widgets for Publishers: Embedding Without Performance Impact](https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure/odds-widgets-publishers-embedding-without-performance-impact)
- [API vs Widget: Choosing Your Integration Path](https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure/api-vs-widget-choosing-integration-path)
- [Sports Data Compliance: GDPR, Privacy & Licensing 2026](https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure/sports-data-compliance-gdpr-privacy-licensing-2026)
- [Football Betting Data: European Market Coverage](https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure/football-betting-data-european-market-coverage)
- [US Sports Data Coverage: NFL, NBA, MLB, NHL & Partners](https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure/us-sports-data-coverage-nfl-nba-mlb-nhl-partners)
- [Data-Driven Editorial: How Publishers Use Odds as Journalism](https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure/data-driven-editorial-publishers-use-odds-journalism)
- [The Business of Sports Data: Market Size & Growth 2026](https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure/business-sports-data-market-size-growth-2026)
- [Odds Grid Widgets: Complete Technical Specification](https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure/odds-grid-widgets-complete-technical-specification)
- [Multi-Source Aggregation: Why Single Feed Dependency Fails](https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure/multi-source-aggregation-single-feed-dependency-fails)
- [Historical Odds Data: Analytics & Backtesting for Operators](https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure/historical-odds-data-analytics-backtesting-operators)
- [Same-Game Parlay Data: Technical Requirements for Operators](https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure/same-game-parlay-data-technical-requirements-operators)
- [Sports Data SLAs: What Enterprise Clients Should Demand](https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure/sports-data-slas-enterprise-clients-should-demand)
- [Case Study: How Operators Reduce Latency with FairPlay Data](https://www.fairplaysportsmedia.com/insights/sports-data-infrastructure/case-study-operators-reduce-latency-fairplay-data)

### 3. Publisher Revenue & Monetisation

Hub: https://www.fairplaysportsmedia.com/insights/publisher-monetisation

- [The Complete Guide to Sports Publisher Monetisation in 2026](https://www.fairplaysportsmedia.com/insights/publisher-monetisation/complete-guide-sports-publisher-monetisation-2026)
- [CPM vs BetTech Revenue Share: An Economic Comparison](https://www.fairplaysportsmedia.com/insights/publisher-monetisation/cpm-vs-bettech-revenue-share-economic-comparison)
- [Betting Widgets for Publishers: Integration & Revenue Guide](https://www.fairplaysportsmedia.com/insights/publisher-monetisation/betting-widgets-publishers-integration-revenue-guide)
- [The Publisher's BetTech Checklist: 10 Evaluation Criteria](https://www.fairplaysportsmedia.com/insights/publisher-monetisation/publishers-bettech-checklist-10-evaluation-criteria)
- [Revenue Per Session: Why Publishers Are Replacing CPM](https://www.fairplaysportsmedia.com/insights/publisher-monetisation/revenue-per-session-why-publishers-replacing-cpm)
- [Managed vs Self-Serve BetTech: Which Model Fits?](https://www.fairplaysportsmedia.com/insights/publisher-monetisation/managed-vs-self-serve-bettech-which-model-fits)
- [Zero-Click Survival Guide: New Revenue for Publishers](https://www.fairplaysportsmedia.com/insights/publisher-monetisation/zero-click-survival-guide-new-revenue-publishers)
- [Match Previews That Convert: Where Editorial Meets Revenue](https://www.fairplaysportsmedia.com/insights/publisher-monetisation/match-previews-that-convert-editorial-meets-revenue)
- [CPA vs Revenue Share vs Fixed Fee: Publisher Economics](https://www.fairplaysportsmedia.com/insights/publisher-monetisation/cpa-vs-revenue-share-fixed-fee-publisher-economics)
- [Launch a Sports Betting Vertical in 30 Days](https://www.fairplaysportsmedia.com/insights/publisher-monetisation/launch-sports-betting-vertical-30-days)
- [Sports Publisher Revenue Benchmarks 2026](https://www.fairplaysportsmedia.com/insights/publisher-monetisation/sports-publisher-revenue-benchmarks-2026)
- [Lessons from Gannett-Tipico: What Went Wrong](https://www.fairplaysportsmedia.com/insights/publisher-monetisation/lessons-gannett-tipico-what-went-wrong)
- [Editorial Independence & Betting Partnerships: Best Practice](https://www.fairplaysportsmedia.com/insights/publisher-monetisation/editorial-independence-betting-partnerships-best-practice)
- [Calculating Betting User LTV: A Publisher's Framework](https://www.fairplaysportsmedia.com/insights/publisher-monetisation/calculating-betting-user-ltv-publishers-framework)
- [Core Web Vitals & Embedding Widgets: Speed Impact](https://www.fairplaysportsmedia.com/insights/publisher-monetisation/core-web-vitals-embedding-widgets-speed-impact)
- [International Expansion: Taking Your Betting Vertical Global](https://www.fairplaysportsmedia.com/insights/publisher-monetisation/international-expansion-betting-vertical-global)
- [Publisher Yield Uplift: How BetTech Outperforms Display](https://www.fairplaysportsmedia.com/insights/publisher-monetisation/publisher-yield-uplift-bettech-outperforms-display)

### 4. AI & Predictive Intelligence

Hub: https://www.fairplaysportsmedia.com/insights/ai-predictive-intelligence

- [How AI Creates Partner Value in Sports Betting](https://www.fairplaysportsmedia.com/insights/ai-predictive-intelligence/ai-sports-predictive-intelligence-creates-partner-value)
- [FairPlay AI Explained: Predictions Powering Partner Products](https://www.fairplaysportsmedia.com/insights/ai-predictive-intelligence/fairplay-ai-explained-predictions-powering-partner-products)
- [AI-Powered Fan Engagement: The Second-Screen Opportunity](https://www.fairplaysportsmedia.com/insights/ai-predictive-intelligence/ai-powered-fan-engagement-second-screen-opportunity)
- [Predictive Content at Scale: AI-Generated Match Intelligence](https://www.fairplaysportsmedia.com/insights/ai-predictive-intelligence/predictive-content-scale-ai-generated-match-intelligence)
- [Player Ratings Infrastructure: WhoScored's B2B Data Layer](https://www.fairplaysportsmedia.com/insights/ai-predictive-intelligence/player-ratings-infrastructure-whoscored-b2b-data-layer)
- [Player Effect: How AI Measures Individual Impact on Markets](https://www.fairplaysportsmedia.com/insights/ai-predictive-intelligence/player-effect-ai-measures-individual-impact-markets)
- [Injury Intelligence: How AI Adjusts Projections in Real-Time](https://www.fairplaysportsmedia.com/insights/ai-predictive-intelligence/injury-intelligence-ai-adjusts-projections-real-time)
- [AI for Operators: Margin Protection via Predictive Models](https://www.fairplaysportsmedia.com/insights/ai-predictive-intelligence/ai-operators-margin-protection-predictive-models)
- [Responsible AI in Gambling: Governance & Transparency](https://www.fairplaysportsmedia.com/insights/ai-predictive-intelligence/responsible-ai-gambling-governance-transparency)
- [From xG to xEV: The Evolution of Sports Metrics](https://www.fairplaysportsmedia.com/insights/ai-predictive-intelligence/from-xg-to-xev)
- [AI-Driven Personalisation in Sports Betting](https://www.fairplaysportsmedia.com/insights/ai-predictive-intelligence/ai-driven-personalisation)
- [Machine Learning for Operators: A Practical Guide](https://www.fairplaysportsmedia.com/insights/ai-predictive-intelligence/machine-learning-operators)
- [The 42% Daily Bettor: How AI Identifies High-Value Users](https://www.fairplaysportsmedia.com/insights/ai-predictive-intelligence/42-percent-daily-bettor)
- [Agentic AI in Sports: The Next Frontier](https://www.fairplaysportsmedia.com/insights/ai-predictive-intelligence/agentic-ai-sports)
- [AI Prop Bet Analysis: Data Products for Operators](https://www.fairplaysportsmedia.com/insights/ai-predictive-intelligence/ai-prop-bet-analysis-data-products-operators)
- [How Rights Holders Monetise AI Predictions at Live Events](https://www.fairplaysportsmedia.com/insights/ai-predictive-intelligence/rights-holders-monetise-ai-predictions-live-events)
- [Computer Vision in Sports: Emerging B2B Applications](https://www.fairplaysportsmedia.com/insights/ai-predictive-intelligence/computer-vision-sports-emerging-b2b-applications)
- [Building vs Buying AI for Sports: A Business Decision Framework](https://www.fairplaysportsmedia.com/insights/ai-predictive-intelligence/building-vs-buying-ai-sports-business-decision-framework)
- [The AI Moat: Proprietary Data & Defensible Value](https://www.fairplaysportsmedia.com/insights/ai-predictive-intelligence/ai-moat-proprietary-data-defensible-value)

### 6. US Market Entry

Hub: https://www.fairplaysportsmedia.com/insights/us-market-entry

- [The US Sports Betting Market in 2026: A B2B Opportunity Map](https://www.fairplaysportsmedia.com/insights/us-market-entry/us-sports-betting-market-2026-b2b-opportunity-map)
- [US vs UK Sports Betting: Market Structure for Partners](https://www.fairplaysportsmedia.com/insights/us-market-entry/us-vs-uk-sports-betting-market-structure-partners)
- [A Publisher's Guide to Launching a Compliant US Betting Vertical](https://www.fairplaysportsmedia.com/insights/us-market-entry/publishers-guide-launching-compliant-us-betting-vertical)
- [Media-Betting Integration: The US Model vs the UK Model](https://www.fairplaysportsmedia.com/insights/us-market-entry/media-betting-integration-us-model-vs-uk-model)
- [The NFL Betting Economy: Revenue Opportunities for Publishers](https://www.fairplaysportsmedia.com/insights/us-market-entry/nfl-betting-economy-revenue-opportunities-publishers)
- [Why US Publishers Need BetTech: The Acquisition Efficiency Case](https://www.fairplaysportsmedia.com/insights/us-market-entry/why-us-publishers-need-bettech-acquisition-efficiency)
- [US Sportsbook Landscape: Who's Winning and What It Means for Partners](https://www.fairplaysportsmedia.com/insights/us-market-entry/us-sportsbook-landscape-whos-winning-means-for-partners)
- [Reducing CPA via Publisher Partnerships: An Operator's Guide](https://www.fairplaysportsmedia.com/insights/us-market-entry/reducing-cpa-publisher-partnerships-operators-guide)
- [March Madness: A Publisher Revenue Playbook](https://www.fairplaysportsmedia.com/insights/us-market-entry/march-madness-publisher-revenue-playbook)
- [Super Bowl Betting: Maximising the Revenue Spike](https://www.fairplaysportsmedia.com/insights/us-market-entry/super-bowl-betting-maximising-revenue-spike)
- [The ESPN Bet Effect: What It Means for Independent Publishers](https://www.fairplaysportsmedia.com/insights/us-market-entry/espn-bet-effect-independent-publishers)
- [Tribal Gaming and Sports Betting: Partnership Opportunities](https://www.fairplaysportsmedia.com/insights/us-market-entry/tribal-gaming-sports-betting-partnership-opportunities)
- [The $60BN Opportunity: US Betting Market Long-Term Projections](https://www.fairplaysportsmedia.com/insights/us-market-entry/60bn-opportunity-us-betting-market-projections)
- [How International Publishers Enter the US Betting Market](https://www.fairplaysportsmedia.com/insights/us-market-entry/international-publishers-enter-us-betting-market)
- [DFS to Sports Betting: Understanding the US Audience Pipeline](https://www.fairplaysportsmedia.com/insights/us-market-entry/dfs-to-sports-betting-us-audience-pipeline)
- [US College Sports Betting: The Fastest Growing Segment](https://www.fairplaysportsmedia.com/insights/us-market-entry/us-college-sports-betting-fastest-growing-segment)
- [Localising Betting Content for US Audiences: A Publisher Playbook](https://www.fairplaysportsmedia.com/insights/us-market-entry/localising-betting-content-us-audiences-publisher-playbook)
- [State-by-State Opportunity Sizing for BetTech Partners](https://www.fairplaysportsmedia.com/insights/us-market-entry/state-by-state-opportunity-sizing-bettech-partners)
- [The 90-Day US Market Entry Playbook for BetTech Partners](https://www.fairplaysportsmedia.com/insights/us-market-entry/90-day-us-market-entry-playbook-bettech-partners)

## Contact

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- LinkedIn: https://www.linkedin.com/company/fairplaysportsmedia/
- Contact form: https://www.fairplaysportsmedia.com/contact

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