Sports Betting Content Writer
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, the role involves producing and optimising high-quality sports and sports-betting content, with a strong emphasis on the US market. The content created will be a blend of editorial and betting-led pieces. Key URLs will be maintained and updated daily to ensure accuracy and relevance, and content will be optimised 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 the London (Waterloo) office.
- 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.
- Editing, refining, and sub-editing articles to ensure accuracy, clarity, and alignment with brand, SEO, and compliance standards.
- Uploading, formatting, and publishing content within the CMS, ensuring consistency and high editorial quality.
- Independently optimising content to improve rankings, engagement, user experience, and conversion performance.
- Using data insights from Google Analytics, Google Search Console, and internal reporting to guide content improvements and identify opportunities.
- Collaborating closely with SEO, Partnerships, Editorial, Marketing, and Analytics teams to enhance content effectiveness and meet performance goals.
- Monitoring competitors, search trends, and key sporting moments to proactively surface new content ideas.
- Maintaining evergreen content to ensure it remains accurate, relevant, and optimised over time.
- Sharing learnings, insights, and best practices with the wider team to support continuous improvement in content output.
- UK based, with proven sports writing experience and a track record in producing sports betting content (required).
- Strong interest in US sports and solid understanding of betting terminology, odds, and user intent (required).
- Exceptional written English, with high attention to detail and strong sub editing skills (required).
- Experience using at least one Content Management System (CMS) (required).
- Good understanding of SEO fundamentals, including on page optimisation (required).
- Familiarity with Google Analytics, Google Search Console, and performance driven content improvements (required).
- Ability to work under pressure in a fast-paced, reactive environment (required).
- Willingness to work shifts and provide occasional out-of-hours coverage when required (required).
- Experience writing for digital publishers, affiliate sites, or high volume content teams (nice-to-have).
- Experience collaborating closely with SEO, Partnerships, Editorial, or Marketing teams (nice-to-have).
- Strong sports betting knowledge and/or prior industry experience (nice-to-have).
- Subsidised 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
FairPlay Sports Media is a global sports media network that builds and engages communities of sports fans and bettors to create value for its betting, advertising and media partners. Previously known as Oddschecker Global Media, it rebranded in 2024 and traces its origins to oddschecker, which launched in 1999. Its portfolio includes oddschecker, WhoScored, vime, the Confido Network and CasinoSmash, processing around 100 million data updates per week and reaching over 100 million unique users monthly. Headquartered in London, the group works with more than 100 partners worldwide.
