FanDuel announced on August 25 that it is set to become the first U.S. sports betting company to launch its own broadcast network, described as the first network designed “to be watched by viewers with their phone in hand”.

FanDuel TV, a rebrand of the company’s TVG Network which was acquired by FanDuel’s parent company Flutter in 2008, will be available on streaming devices and via cable networks in North America in September and will feature broadcast personalities including former NFL Network host Kay Adams, The Ringer’s Bill Simmons, and podcast host Pat McAfee.

The company calls it the first linear/digital network dedicated to sports wagering content. As well as hosting sports betting and horse racing programming, it will stream over 3,000 hours of live sports annually through its partnership with Sportradar, mostly featuring international basketball from Australia, China, France, and Germany.

“FanDuel TV is the first network designed from the ground up to be watched by viewers with their phone in hand,” said Chief Commercial Office Mike Raffensperger. “We intend for FanDuel TV to sit at the intersection of live sports and interactive content and believe Kay is the best example of an on-air talent who can bring fans closer to the narratives of the games they care about most. Our goal is to provide fans compelling programming to watch and wager on in tandem with our mobile app.”

As part of the launch, FanDuel+ will be free to download for existing FanDuel customers with accounts at its sportsbook, casino, horse racing, or daily fantasy platforms.

“Having proven on-air talent, live content from the most influential name in sports media in Pat McAfee, and the industry’s best team covering horse racing today demonstrates that FanDuel TV will be a dynamic network from day one,” said FanDuel Group CEO Amy Howe.

FanDuel TV will be distributed on television through its relationships with U.S. cable and satellite distributors including Comcast Xfinity, Spectrum, Verizon FIOS, DirectTV, DISH, Cox Communications, FuboTV, YouTubeTV, and Hulu. FanDuel+ will also be widely available on direct-to-consumer platforms including Roku, Apple TV, and Amazon Fire.