Smarkets signs first content partnership with Squawka

Smarkets has signed a content partnership with football statistics brand Squawka that will see the integration of data-driven content across media channels for both companies.

The partnership will bring statistical insight to the content produced by Smarkets across channels like Twitter and Facebook, as well as Squawka’s weekly newsletter.

The exchange operator, which last week revamped its site to appeal to non-bettors, said the move would enrich customer experience by providing better data around live football matches.

Twitter will be a key platform for the Smarkets/Squawka partnership

Smarkets head of partnerships Dan Levy said: “This is the first content partnership we’ve ever undertaken at Smarkets and we’re delighted to have Squawka on board with us, especially as we approach the business end of the European season and with the World Cup this summer.

“There is clear overlap between our brands and customer base, so this feels like a natural fit.

“We’re really excited to bring Squawka’s expertise and insight into our social content and we’re looking forward to enhancing their content with our informed live-market data,” he added.

Squawka was founded as a football media website in 2012 and nearly went out of business last year before being acquired by Stockholm-listed super affiliate, Catena Media.

Catena’s interim CEO Henrik Persson Ekdahl recently told EGR Marketing of his plans to turn Squawka into a lead generation business: “We had been looking at the domain for some time but it had always been run like a newspaper rather than an affiliate or lead-gen company.

“We love the product, we love the brand name, and we saw an opportunity. For me, it is an amazing purchase,” he added.

Smarkets is the second exchange operator to announce a media partnership with a leading affiliate in 2018, after Matchbook signed a similar content deal with Better Collective-owned brand bettingexpert.com in January.