Flutter Entertainment-owned FanDuel has struck a deal to become an authorised gaming partner of North America’s Major League Baseball (MLB).

With the deal being signed being a multi-year one, access will be given to FanDuel to all the official MLB data, as well as team branding and logos, for use across all its online sports betting sites, as well as all retail sportsbook locations.

The deal marks the sports betting and daily fantasy sports operator’s first official partnership with either the MLB or its franchises.

FanDuel president and chief operating officer, Kip Levin, said: “Fantasy sports and sports betting have become a national pastime in their own right, so it’s natural to join forces with MLB.

“MLB clearly understands how working together can be beneficial for baseball fans and both companies alike.”

This deal has come after FanDuel bolstered their advertisements efforts in the US by enlisting the help of marketing automation platform Fresh8 at the start of the year.

Updating stakeholders, the Paddy Power Betfair subsidiary set to integrate Fresh8 ‘machine optimised assets’ across its entire marketing/advertising inventory, operating across all active US state markets.

The partnership will saw the US betting operator move to significantly improve its audience engagement across programmatic, social, display advertising whilst delivering further marketing dynamics for FanDuel sites.