Por Renan Filho · 2026-10-30**Lead**
A promotional campaign tying the FOX News brand to Underdog, a daily fantasy sports and sports betting platform, is offering users a $50 bonus for a $10 deposit on the NBA Cup. The promo code “FOXNEWS” is being pushed across digital channels, encouraging viewers to place bets on the league’s in-season tournament. While the offer may seem like a harmless incentive for basketball fans, it represents a troubling convergence of news media and gambling that deserves scrutiny. This opinion piece argues that such partnerships erode journalistic credibility and exploit vulnerable audiences under the guise of entertainment.
**Context**
Underdog is a well-known operator in the U.S. sports betting space, offering both daily fantasy contests and traditional sports wagering. The NBA Cup, officially the Emirates NBA Cup, is a mid-season tournament introduced in 2023 to add stakes to regular-season games. The promotion specifically targets the tournament’s group stage and knockout rounds, which run through December. By using the FOX News brand, the campaign leverages a trusted news source to drive user acquisition for a product that carries significant financial and psychological risks.
FOX News has long been a dominant force in cable news, reaching millions of viewers daily. Its decision to lend its name to a gambling promotion is not unprecedented—other media outlets have similar deals—but it is particularly concerning given the network’s audience demographics. Older adults, who make up a large share of FOX News viewership, are statistically more vulnerable to gambling-related harm, according to research from the National Council on Problem Gambling. The promo code effectively turns a news channel into a betting affiliate, blurring the line between information and advertisement.
**Analysis**
The ethical implications are twofold. First, the partnership normalizes sports betting as a routine part of watching professional basketball. The NBA Cup itself is already a product of the league’s push to increase engagement, and betting integrations further gamify the experience. When a news organization actively promotes a specific betting platform, it implicitly endorses the activity as safe and acceptable. This is especially problematic in states where sports betting is still illegal or where problem gambling resources are scarce.
Second, the use of a promo code tied to a news brand creates a conflict of interest. FOX News covers the NBA and its tournaments as part of its sports and general news segments. If the network profits from bets placed on those very games, can its coverage remain impartial? Even if editorial and commercial teams are separate, the perception of bias damages trust. Viewers may question whether analysis of the NBA Cup is influenced by the desire to drive betting volume. This is not a hypothetical concern—similar controversies have dogged sports media companies like ESPN, which now operates its own sportsbook.
Moreover, the “Play $10, Get $50” structure is a classic loss leader. The initial bonus is designed to hook users, but the terms often require multiple wagers before any winnings can be withdrawn. According to a 2024 report by the Federal Trade Commission, such promotions can lead to higher-than-expected losses for consumers who do not read the fine print. The average American sports bettor loses hundreds of dollars per year, and the NBA Cup, with its compressed schedule of games, encourages rapid, impulsive betting.
**Sources**
This opinion piece draws on publicly available information about the promotion as advertised on Underdog’s website and social media channels. Context on sports betting trends and consumer risks is informed by reports from the National Council on Problem Gambling (ncpgambling.org), the Federal Trade Commission (ftc.gov), and the American Gaming Association (americangaming.org). The NBA Cup details are based on official NBA communications. No proprietary data or internal FOX News documents were used. The views expressed are those of the author and do not represent the editorial stance of FORTIS NEWS.