ITN Productions is streaming its World Cup-themed editorial packages to the Paddy Power site, which is branded by the bookmaker and updated twice a day by ITN’s production team in South Africa.

Mark Browning, ITN Productions MD, said, “This is a first for both of us but I think Paddy Power has realised adding this content is keeping site users engaged for longer.”

The gambling firm hasn’t finalised plans to extend the deal past the end of the tournament, but it has seen higher traffic and conversion rates, according to ITN Productions.

“There’s no deal in place yet but it’s something we’ll look at,” Browning said. “An obvious move for Paddy Power would be to introduce content around other football tournaments, such as the Premiership, or migrate it to sports, such as horseracing.

ITN Productions has struck similar deals with companies including MSN, Yahoo and Mail Online.

Browning also reported that page views on ITN’s YouTube channel had risen by 278% since the World Cup kicked off in early June.