Gaming Innovation Group (GiG) has entered into a new commercial partnership with media giant News Corp UK & Ireland.

Under the arrangement, GiG and News UK will jointly deliver sports betting, casino content and exclusive offers to consumers across the UK through News UK-owned brands The Sun and talkSPORT.

Content and offers will be featured on special sections of The Sun and talkSPORT’s websites.

GiG said it expects to go live almost immediately in order to take advantage of the 2022 Fifa World Cup, which is currently taking place in Qatar.

“A collaboration of this magnitude will allow us to provide added value to our partners in the sports betting and casino sphere, reaching new heights while showcasing our abilities to operate at a top-tier level,” GiG chief marketing officer Jonas Warrer said.

The sun’s director of betting and gaming, Tim Reynolds, added: “The partnership and new betting hub adds to The Sun’s growing digital portfolio and bolsters our suite of betting products. 

“The collaboration with GiG will increase our content output and support The Sun in continually delivering excellent results for our bookmaker partners.”

The deal comes after GiG this week also announced that it would support Belgian land-based and online operator StarCasino with its expansion into Spain, having agreed a deal to power both its sportsbook and casino offering.

StarCasino – which received licences to offer both sports betting and casino in Spain – will use GiG’s player account management system and its Sportnco sportsbook.