SBC SUMMIT NORTH AMERICA Meadowlands Exposition Centre, New Jersey, US May 7-9, 2024


sports bettors feed the television cycle


Danielle Cranin, Senior Director, Content


Integration & Partnerships at NBC Sports Group, discusses how the relationship between TV


broadcasters and the betting industry is evolving, the success of NBC’s trailblazing BetCasts


product, and the exciting potential for integrating a sportsbook with cable technology – removing the need for additional devices.


Could you tell us more about your remit as the Senior Director of Content Integration and Partnerships at NBC, and specifically how that relates to the betting industry?


My day in, day out job is working specifically on sportsbook relationships. Sportsbook and fantasy sports, but betting and gaming is my category. I’ve been doing this almost four years for NBC Sports as part of the team that figures out the sponsorship opportunity for each sports club partner. We craft the sales package for them, whether it's traditional media units or integration into our shows.


For example, Football Night in America, our pre-game show we figured out with DraftKings when executions are going to be in the show pending league rules and what the NFL permits. Ten I craft with production. I'm the connective tissue between production and the sportsbook to establish what the partner wants from a branding and messaging perspective.


How are we hitting their KPIs, and how do we translate that into really good content because everything we do at NBC is storytelling.


If you look at what we are, our bread and butter, is telling stories. My job is to tell the story of the game through a betting lens whilst making sure that we hit on what's important to our sportsbook partners, be that acquisition of new customers, retention of current customers,


P156 WIRE / PULSE / INSIGHT / REPORTS


driving handle, unique bets, whatever it might be - finding a unique way of integrating the sportsbook so they are getting value for their sponsorship and we're providing content that is meaningful to the viewer. And I do that across all our sport categories.


Your career background is in journalism and broadcasting. How did you find yourself positioned in this unique convergence point, one which the US seems to find itself now, between content and betting?


It’s been an interesting journey. I was an English major prior to doing programming and acquisitions at ESPN - essentially acquiring the content and then scheduling it. As a strategic partner I used to pick what baseball games went on television and I did that for about 10 years across a variety of sports. I had a knack for knowing what was good content, learning what rated well and drove viewership across the sport categories that I worked on, be it baseball, horse racing, tennis, boxing.


I worked on a dozen or so different sports whilst I was at ESPN and garnered an understanding of what people want to watch, when they want to watch it and how they want to watch it. We've transitioned from traditional broadcast to linear cable to now streaming where people want it on their phone, their tablets, everywhere they go. Wherever they want it, that's where you have got to put it.


Danielle Cranin, Senior Director,


Content Integration & Partnerships.


NBC Sports Group NBC Sports:


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