Covers
Covers is a 30-year-old sports betting information platform that aggregates real-time odds, expert picks, and analysis across 12+ sports for individual bettors, monetizing through affiliate partnerships with major operators like FanDuel, DraftKings, and BetMGM.
- Company typePrivate
- Founded1995
- HeadquartersGalway, Ireland
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Covers does
Covers is a sports betting information platform founded in 1995 and operated by CS Media Limited, providing individual sports bettors with aggregated real-time odds, expert picks, news, analysis, and community discussion across 12+ sports categories including NFL, NBA, MLB, NHL, NCAAF, NCAAB, WNBA, CFL, Golf, UFC, Soccer, and World Cup, plus election and entertainment betting markets. The platform's core technology is a web-based content and odds aggregation engine that pulls data from multiple sportsbooks, supported by proprietary features including the BetSmart sportsbook rating system, Consensus Picks showing public betting sentiment across leagues, and algorithmic computer picks and prop projections. The platform includes a community forum with 810,000+ lifetime members, free-to-play contests (Streak Survivor, King of Covers), betting calculators, a dedicated mobile app, and prediction markets coverage for platforms such as Kalshi and Polymarket.
Covers operates a product-led growth model, distributing free content to attract and retain sports bettors through Covers.com, its mobile app, email newsletters, YouTube video content, podcasts, and active social media channels. The platform monetizes through three primary revenue streams: affiliate commissions from sportsbook referral partnerships (BetMGM, FanDuel, DraftKings, Caesars, Fanatics, bet365, Hard Rock Bet), display advertising and sponsored content, and indirect monetization through community contests that drive engagement supporting affiliate and ad revenue. Users are not charged for content access; the business model depends entirely on converting free traffic into sportsbook sign-ups and betting activity.
The company is privately held and bootstrapped, with no disclosed external funding, parent company, or institutional investment. It maintains compliance certifications including GPWA membership, GDPR compliance, GeoTrust SSL, and Evalon safety verification. Covers operates primarily across the US and Canada, with detailed state-by-state legal sports betting guides covering 30+ US jurisdictions and all 13 Canadian provinces and territories, including bilingual Quebec content.
Covers firmographics
Firmographics- Name
- Covers
- Legal name
- CS Media Limited
- Website
- https://covers.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Covers is a 30-year-old sports betting information platform that aggregates real-time odds, expert picks, and analysis across 12+ sports for individual bettors, monetizing through affiliate partnerships with major operators like FanDuel, DraftKings, and BetMGM.
- Ownership category
- akta.pro rank
Covers industry classification
Industry- Product category
- Sports Betting Information and Media
- NAICS
- Other Gambling Industries (713290)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Sportsbook Affiliate & Comparison Sites (MPAEAMAA)
- akta.pro secondary industry
- Data Platforms, BI/Reporting & Player Analytics (CDP/Attribution) (MPAEAKAI)
Keywords
Where Covers is headquartered
LocationHeadquarters
- HQ city
- Galway
- HQ country
- Ireland
- HQ region
- Europe
Markets served
Covers business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Affiliate/Sponsorship Revenue: Covers earns commissions when users sign up for or bet with sportsbook partners featured on the site. The platform features promotions and links for major operators including BetMGM, FanDuel, DraftKings, Caesars, bet365, and others.
- Advertising Revenue: Display advertising, sponsored content, and promotional features for sportsbooks and gambling-related brands throughout the platform.
- Community/Contest Monetization: Free-to-play contests generate user engagement and betting community growth, indirectly supporting affiliate and advertising revenue streams.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Covers product offering
Product offeringCore offering
Covers operates Covers.com, a free consumer-facing sports betting information platform that aggregates real-time odds from multiple sportsbooks and delivers expert picks, prop projections, news, analysis, and sportsbook reviews across more than a dozen sports leagues. The platform supplements odds and picks with the BetSmart rating system, Consensus Picks data, free-to-play handicapping contests, betting calculators, podcasts, video content, and a dedicated Prediction Markets Hub for platforms such as Kalshi and Polymarket.
Product overview
Covers operates as a sports betting information and odds platform, offering a unified consumer-facing website at Covers.com alongside a dedicated mobile application. The core product provides real-time betting odds, expert picks, and scoreboards across major North American sports leagues (NFL, NBA, MLB, NHL, NCAAF, NCAAB, WNBA, CFL, Golf, UFC, Soccer, World Cup). Supporting features include the Covers App for mobile access, Consensus Picks for aggregated betting intelligence, interactive Betting Calculators (Odds Converter, Parlay Calculator), a Prediction Markets Hub covering platforms like Kalshi and Polymarket, and community contests including Covers Streak Survivor and King of Covers. Content offerings encompass podcasts and video content distributed via YouTube. The platform functions primarily as an affiliate marketing and content platform rather than a transactional betting service.
Differentiator
Problem solved
Functional benefit
Brands
- Covers BetSmart System: Internal rating system used to evaluate and rate sportsbooks based on multiple criteria including bonuses, banking, features, user experience, and security.
Products and services
- Covers.com Main Platform The primary web platform providing real-time odds, expert picks, betting predictions, scoreboards, matchup analysis, and sportsbook reviews across NFL, NBA, MLB, NHL, NCAAF, NCAAB, WNBA, CFL, Golf, UFC, Soccer, and World Cup for sports bettors.
- Covers Mobile App Mobile application available on iOS and Android providing faster access to picks, odds, and betting opportunities, with real-time odds and push notifications for individual sports bettors.
- Covers Streak Survivor Free-to-play handicapping contest in which users build winning streaks for chances at cash prizes, targeting individual sports bettors seeking competitive engagement.
- King of Covers Free-to-play handicapping competition with cash prizes that tests users' sports betting prediction skills, aimed at engaged sports bettors.
- Covers Consensus Picks Aggregated betting intelligence feature showing public money percentages, pick distribution, and consensus betting trends across NFL, NBA, NHL, MLB, NCAAF, NCAAB, CFL, and WNBA for individual sports bettors.
- Betting Calculators Interactive tools including an Odds Converter and Parlay Calculator that allow users to calculate potential payouts and convert between betting odds formats, targeted at individual sports bettors.
- Prediction Markets Hub Dedicated editorial hub covering prediction market platforms such as Kalshi, Polymarket, Novig, ProphetX, ROLR, FanDuel Predicts, DraftKings Predictions, and Fanatics Markets, including promotional codes and trading guides for individual sports bettors and prediction market users.
Companies that use Covers
Customer profileNamed customers7 records
Segments2 records
Ideal customer profiles2 records
Covers technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Covers partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor and core.
- Delaware NorthminorDelaware North announced market access partnership with FanDuel enabling FanDuel to enter the West Virginia sports betting market through Delaware North's gaming properties.
- BetMGMcoreBetMGM is featured as a top-rated sportsbook on Covers with exclusive welcome bonus promotions and affiliate partnership. Covers provides promotional slots and bonus code distribution for BetMGM in exchange for affiliate commissions on referred users.
- FanDuelcoreFanDuel is featured as a top sportsbook partner with exclusive promotions for Covers users. Partnership involves promotional content, bonus code distribution, and affiliate referrals.
- DraftKingscoreDraftKings operates as a featured sportsbook partner with affiliate relationship including promotional content and bonus offers for Covers readers.
- Caesars SportsbookcoreCaesars is featured as a top sportsbook with emphasis on VIP rewards program. Partnership includes promotional content and affiliate referrals.
- Fanatics SportsbookcoreFanatics Sportsbook is featured prominently with FanCash rewards program emphasis. Partnership involves affiliate referrals and promotional content.
- bet365minorbet365 featured as a sportsbook partner with welcome bonus promotions and bonus code distribution through Covers.
- Hard Rock BetminorHard Rock Bet is featured as a sportsbook partner on Covers with promotional content and affiliate relationship.
- KalshiminorPrediction market platform featured prominently with promo code distribution (COVERS20) and affiliate partnership for prediction market referrals.
- PolymarketminorPrediction market platform with promo code distribution and affiliate partnership through Covers.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Covers competitors and assessment
Company assessmentEmerging players
- Dimers: Dimers is an emerging sports betting analytics and picks platform using proprietary statistical models. It is comparable to Covers in providing algorithmic predictions and computer picks, though at a smaller scale.
Direct peers
- VegasInsider: VegasInsider is a long-running sports betting information and odds platform covering NFL, NBA, college sports, and more, monetizing through sportsbook affiliate partnerships. It is comparable to Covers as a similarly aged sports betting content and odds comparison site.
- RotoGrinders: RotoGrinders is a daily fantasy sports and sports betting information community with strong forum engagement and picks content. It overlaps with Covers in serving engaged sports bettors through community-driven picks analysis and content monetization.
- Action Network: Action Network is a sports betting information, picks, and odds platform that monetizes via sportsbook affiliate partnerships. It is one of Covers' closest direct competitors, with overlapping coverage of NFL, NBA, and college sports and a similar affiliate-driven revenue model.
- BettingPros: BettingPros offers sports betting picks, odds, and data products including a B2B data/API offering. It is comparable to Covers in picks and odds content while extending into enterprise data products.
- Sportsbook Review (SBR): Sportsbook Review provides sportsbook reviews, ratings, and odds comparison content for US sports bettors. It is directly comparable to Covers as a sportsbook review and affiliate referral platform.
- OddsChecker: OddsChecker is a global sports betting odds comparison site that aggregates lines from multiple sportsbooks and earns revenue through affiliate referrals. It is directly comparable to Covers in terms of odds comparison functionality and sportsbook affiliate model.
- PickWatch: PickWatch aggregates public betting consensus and expert picks across major sports, providing analytics tools for sports bettors. It directly overlaps with Covers' Consensus Picks feature.
Broad incumbents
- ESPN BET (PENN Entertainment): ESPN BET is a sportsbook integrated with ESPN's sports media brand, combining betting content and operator services. It represents the broader-incumbent competitive threat to Covers as an established sports media brand entering the affiliate/operator space.
- The Athletic: The Athletic is a subscription sports media outlet owned by The New York Times that has expanded into sports betting content and analysis. It overlaps with Covers on premium sports analysis content aimed at engaged sports fans.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Covers social profiles
Digital presenceCovers compliance and trust
Trust signalCompliance4 records
Covers financial estimates
Financial estimateRevenue estimate
Valuation estimate
Covers leadership team
Management profileNumber of profiles
Profiles2 records
Covers funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Covers M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Covers
What does Covers do?
Covers operates Covers.com, a free consumer-facing sports betting information platform that aggregates real-time odds from multiple sportsbooks and delivers expert picks, prop projections, news, analysis, and sportsbook reviews across more than a dozen sports leagues. The platform supplements odds and picks with the BetSmart rating system, Consensus Picks data, free-to-play handicapping contests, betting calculators, podcasts, video content, and a dedicated Prediction Markets Hub for platforms such as Kalshi and Polymarket.
Is Covers a public or private company?
Covers is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Covers founded?
Covers was founded in 1995. It employs 11 to 50 people.
Where is Covers based?
Covers is headquartered in Galway, Ireland, in the Europe region.
How does Covers make money?
Three revenue lines are on record. Affiliate/Sponsorship Revenue is the primary driver. The others are advertising Revenue and community/Contest Monetization.
Who are Covers's main competitors?
Dimers is listed as an emerging player. Direct peers are VegasInsider, RotoGrinders, Action Network, BettingPros, Sportsbook Review (SBR), OddsChecker and PickWatch. Broad incumbents are ESPN BET (PENN Entertainment) and The Athletic.
Does Covers have an API?
No public API is recorded for Covers.
What industry is Covers in?
Covers's product category is Sports Betting Information and Media. Its primary akta.pro industry code is MPAEAMAA, Sportsbook Affiliate & Comparison Sites, with a secondary code of MPAEAKAI, Data Platforms, BI/Reporting & Player Analytics (CDP/Attribution). Its NAICS code is 713290 and its SIC code is 7990.