Postmedia has created a new affiliate channel and content hub aimed at a growing audience of people looking for advice in the world of sports betting.

Launched on Monday, Betting Essentials is an online platform run across Postmedia properties, including the National Post and 17 local outlets in Ontario. The affiliate channel will provide news, advice and other betting content daily, including sponsored content from casino and sports betting platform Bet99 three times a week.

Betting Essentials joins Shopping Essentials and Business Essentials, Postmedia’s two other affiliate channels.

“The vision for Betting Essentials is to provide a best-in-class affiliate program that leverages Postmedia’s brand, editorial authority, audience and reach to fulfill Canadian consumers’ interests and demands,” said Gerry Nott, SVP of editorial at Postmedia, in a statement.

The partnership with Bet99 isn’t exclusive and there are still several opportunities for advertiser programs, including sponsorship of the “Closing Lines” newsletter, as well as video and podcast content. The company also plans to announce other new partners in the near future.

With 1.3 million monthly unique users for sports content, Postmedia aims to tap into overlap with a growing audience of casual bettors, sports fans and experts.