Sports Betting Content Writer

About FairPlay Sports Media

We’re a sports media network, focused on building and nurturing a portfolio of highly engaged and connected communities of sports fans and bettors to create value for our partners.

We empower sports fans with real-time intelligence, premium independent content, and unique tools so they can compete in the sports betting game.

FairPlay Sports Media is a collection of market leading brands including oddschecker, WhoScored, SuperScommesse, FairPlay Technologies and Confido. In addition, FairPlay has a vast network across the sports tech and media industries through our partnerships including Reach, Gazzetta dello Sport, DAZN, SportsGrid and The Jockey Club amongst others.

iGaming is one of the fastest-growing and most technologically innovative sectors, and we're on top of our game, powered by market-leading tech and driven by brilliant people.

We champion diversity and operate an open and inclusive culture as well as being focused, fast-paced, and always making sure to have fun along the way. So why not join us at FairPlay and be part of something bigger…

What you’ll do

This role is ideal for someone with a genuine passion for US sports — someone who understands the mindset of fans, keeps on top of breaking stories, and is always looking ahead to the next big moment on the sporting calendar.

As part of a core function within the marketing team, you’ll play a key role in producing and optimising high‑quality sports and sports‑betting content, with a strong emphasis on the US market. You’ll create a blend of editorial and betting‑led pieces, maintain and update key URLs to ensure accuracy and relevance each day, and optimise content for engagement and conversion.

This position suits an experienced sports writer with solid knowledge of sports betting, odds, and user intent — someone who can confidently deliver both evergreen content and fast, reactive coverage around live events and breaking news.

This is a UK-based role, with at least 2 days per week required in our London (Waterloo) office.

You will be responsible for:

• Creating high‑quality sports and sports‑betting content for partner sites, including promotional, editorial, evergreen, and event‑led articles.
• Maintaining and updating key URLs daily to ensure content remains fresh, accurate, and optimised for performance and conversion.
• Producing new content for additional URLs while improving and managing existing ones.
• Focusing on conversion‑driven optimisation across all content.
• Covering a broad range of sports with a dedicated emphasis on major US sports.
• Applying SEO best practices to maximise search visibility and organic performance.
• Publishing and updating content accurately and efficiently using CMS tools.
• Collaborating with the Partnerships and SEO teams to deliver content aligned with briefs and performance goals.
• Monitoring competitors, search trends, and the sporting calendar to identify new content opportunities.
• Using Google Analytics and Google Search Console to analyse performance and drive improvements.
• Keeping all evergreen content up to date, relevant, and optimised.
• Contributing to content planning and the wider sports content calendar.
• Supporting out‑of‑hours content needs when required by the sporting schedule.

Key responsibilities

• Edit, refine, and sub‑edit articles to ensure accuracy, clarity, and alignment with brand, SEO, and compliance standards.
• Upload, format, and publish content within the CMS, ensuring consistency and high editorial quality.
• Independently optimise content to improve rankings, engagement, user experience, and conversion performance.
• Use data insights from Google Analytics, Google Search Console, and internal reporting to guide content improvements and identify opportunities.
• Collaborate closely with SEO, Partnerships, Editorial, Marketing, and Analytics teams to enhance content effectiveness and meet performance goals.
• Monitor competitors, search trends, and key sporting moments to proactively surface new content ideas.
• Maintain evergreen content to ensure it remains accurate, relevant, and optimised over time.
• Share learnings, insights, and best practices with the wider team to support continuous improvement in content output.

Your Skillset:

Essential

• UK based, with proven sports writing experience and a track record in producing sports betting content.
• Strong interest in US sports and solid understanding of betting terminology, odds, and user intent.
• Exceptional written English, with high attention to detail and strong sub editing skills.
• Experience using at least one Content Management System (CMS).
• Good understanding of SEO fundamentals, including on page optimisation.
• Familiarity with Google Analytics, Google Search Console, and performance driven content improvements.
• Ability to work under pressure in a fast paced, reactive environment.
• Willingness to work shifts and provide occasional out of hours coverage when required.

Nice to Have

• Experience writing for digital publishers, affiliate sites, or high volume content teams.
• Experience collaborating closely with SEO, Partnerships, Editorial, or Marketing teams.
• Strong sports betting knowledge and/or prior industry experience.

What you’ll get back from us

Alongside being challenged daily and a real interest in your development, you will also receive:
 

• Subsidized Sky HD package, broadband and discounted sky talk
• Free Puregym membership
• Free healthcare with Bupa, life assurance and income protection
• Pension scheme with up to 9% contribution from the company
• £1,000 training fund each financial year, to spend on your professional development
• Unlimited holiday plan