Ahead of the upcoming SBC Summit Americas, Affiliate Leaders caught up with Derek Harper, CEO at Field Level Media (FLM), who will be attending the event.
During the conversation, Harper shares insights on the importance of treating every client as a unique case, the power of data, and the role of artificial intelligence in expanding Field Level Media’s editorial reach.
Field Level Media has an impressive legacy rooted in journalism. Can you tell us more about how FLM was founded and what inspired its mission?
Derek Harper: Field Level Media is a journalism company through and through.
Our core editorial team has more than 80 combined years of experience in newspapers, magazines and from the earliest days of the internet. We’re also dedicated to meeting our readers on the platforms they use, offering everything from single articles to comprehensive editorial services.
Additionally, we have deep-rooted relationships in the industry that enable us to bring photo and data partners to the equation for one-stop, plug-and-play solutions.
Grounded in journalism roots and with a true small business mindset, our mission is to provide affordable, professional content in an industry increasingly reliant on ad networks, blogs and AI alternatives.
FLM offers everything from breaking news and national event coverage to fantasy insights. How would you describe your core business model, and which verticals drive the most growth today?
DH: The core product most people are familiar with is our global news wire, which distributes 30,000+ stories annually and provides coverage of more than 7,000 events. That content is created by 200+ professional journalists and is featured everywhere from Reuters and Gannett to McClatchy, as well as hundreds of other digital and print platforms.
We also provide custom evergreen content to affiliates, full-scale editorial production to NFL draft companies, and even player ratings — all from true subject matter experts.
That same network of journalists also powers our custom content arm, delivering unique analysis and evergreen content to clients ranging from affiliates to sportsbooks, digital platforms, and newspapers. We view FLM as an extension of any client’s editorial team, giving those clients direct access to plan and shape their content needs.
Custom content has become the fastest-growing vertical for us. With a scalable network of professional writers across dozens of leagues, FLM is able to provide cost-efficient white-label solutions to affiliates and sportsbooks at a fraction of the cost of maintaining a full editorial department.
Given your experience across both traditional media and the evolving affiliate landscape, how do you monetise different types of content—news stories, betting previews?
DH: One of FLM’s core beliefs and approaches is that every client is unique.
Syndicated client agreements are based on their size, average readership and the feeds they are licensing. Whereas custom content clients work with us on the type of content they’re seeking and the frequency of said content.
From our end, we can provide anything from one-off requests to full editorial solutions. However, naturally, there is efficiency in scale, so the more comprehensive the relationship, the more we can build in cost savings.
Some media outlets are stepping back from betting partnerships due to regulatory pressure. As a content provider rooted in journalism, how do you balance editorial integrity with affiliate performance goals in such a climate?
DH: FLM is 100% transparent about the content it creates and the platforms it goes to. That is part of our core approach.
Any story that is published in full by an FLM writer requires a tagline identifying us as the author. If a client has an agreement to use our content as part of a story that is altered for their platform, then FLM is a source of that content rather than the author.
What trends in sports media and affiliate marketing are you currently keeping a close eye on?
DH: We’re certainly not alone in monitoring the advances in AI. What I have found interesting in the past few years is that, instead of posing an imminent threat, AI has provided real value to readers. I say that in the sense that AI can provide content on sports and leagues that we simply can’t afford to cover extensively.
However, when it comes to the dozens of sports and leagues FLM covers, I still feel very comfortable in stating that AI is nowhere near a replacement for the context, storytelling, and ability to convey the feel of an event that a professional journalist provides.
Looking ahead, how do you see the role of data-driven storytelling evolving within U.S. affiliate content strategies—especially as sports fans get savvier about odds, lines, and bet types?
DH: Data is knowledge.
We’re partnered with almost every major data company and also receive action reports from numerous sportsbooks. That combination allows our writers to provide in-depth analysis, coupled with their own subject matter expertise, all delivered in a professional, editorially driven approach.
You’ll be joining us at SBC Summit Americas — what are your main goals for the event this year?
DH: Our travel is very focused, and SBC always puts on industry-leading events.
With this event moving from the Meadowlands to Fort Lauderdale, we see it as a unique global gathering of many facets of the industry. As a news media company, we’ll be covering the key speakers and sessions while also talking to clients and partners about the latest developments they’re experiencing in the affiliate and sportsbook spaces.
Want in on the Affiliate Leaders Summit at SBC Summit Americas? Apply for a complimentary pass for full access to the expo floor, all sessions, evening networking, and free catering! SBC’s Affiliate Leaders community brings together a vital segment of the iGaming industry, empowering affiliates to connect, share insights, and explore challenges and opportunities within the sector.Built around information exchange, Affiliate Leaders offers exclusive benefits, including speaking opportunities at SBC events, interview features, VIP dinners, and complimentary access to all SBC events globally, amplifying affiliate voices in the iGaming discussion. Apply for membership.
Source: iGaming Expert
