Covers.com
- Founded
- 1995-01-01 in Halifax, Nova Scotia, Canada
- Headquarters
- Post Falls, Idaho, United States
- feedback1@covers.com
- Phone
- (866) 662-6837
Founded in 1995 by Paul Lavers and Joe MacDonald in Halifax, Nova Scotia, Covers.com began as an online information platform for sports bettors at a time when the internet was still nascent. Over three decades, it has evolved into the world’s most trusted source of sports betting information, attracting more than 35 million visitors annually. Covers.com provides real-time odds from legal sportsbooks, unique statistical databases, expert analysis and picks, community forums, comprehensive sportsbook and casino reviews, and a range of betting tools – all offered free of charge without sign-up. The platform covers all major North American leagues (NFL, NBA, NHL, MLB) as well as international events and emerging markets like social sportsbooks and prediction markets. In 2015, Covers Media Group was acquired by Gracenote, a Tribune Media data firm, for approximately $54 million. Tribune later sold Gracenote to Nielsen but retained Covers.com as a direct-to-consumer property. Today, Covers.com is owned by CS Media Ltd., a subsidiary of Legend, a world-class sports betting and gaming group. The company has employees across Canada, the United States, and the United Kingdom, and has recently invested in video, social media, and gaming content. In May 2025, Covers released a dedicated mobile app for iOS and Android, further extending its reach.
Detailed Review
History and Evolution
Covers.com was originally named SportsDirect and was founded in June 1995 by Paul Lavers and Joe MacDonald. The site quickly gained popularity among sports betting enthusiasts for its comprehensive betting data and odds. In 1997, SportsDirect developed the first website to provide real-time coverage of the World Figure Skating Championships. During the early 2000s, Covers became a notable affiliate and information resource for sportsbooks, and in 2005 it acquired Wagerline.com. The company was awarded Halifax’s Business of the Year award in 2007.
In 2009, the founders divided their business interests: Lavers focused on sister company SportsDirect Inc., while MacDonald became sole owner of Covers.com. Under MacDonald’s direction, the platform expanded its content and international audience. In 2015, Tribune Media’s Gracenote acquired Covers Media Group and SportsDirect Inc. for approximately $54 million. Tribune sold Gracenote to Nielsen in 2017 but retained Covers.com. In 2022, Covers entered a content partnership with Postmedia Network to distribute betting analysis across national news outlets. Today, Covers.com is part of Legend (owned by CS Media Ltd.) and continues to operate as a leading independent sports betting information hub.
Products, Platforms, and Brands
Covers.com offers a comprehensive suite of free tools and content. Live Odds & Lines provide real-time betting odds from legal sportsbooks across all major sports, updated continuously. The Statistical Database offers unique historical data and analytics for sports events, enabling data-driven betting decisions. Expert Picks & Analysis delivers daily predictions, matchup previews, and betting insights from professional handicappers. The Covers BetSmart System is a proprietary tool that rates sportsbooks and provides actionable insights. The Community Forums are active user discussion boards where bettors share picks, strategies, and experiences. Sportsbook & Casino Reviews offer unbiased evaluations of legal sportsbooks, online casinos, and sweepstakes casinos in the US and Canada. Betting Promos & Bonuses curates the best sign-up bonuses, odds boosts, and promotional offers. Sportsbook Toplists rank legal sportsbooks based on features, payout speed, user experience, and more. The Mobile App, launched in May 2025 for iOS and Android, integrates live odds, expert picks, and push notifications. Educational Content includes guides on betting strategy, responsible gaming, and understanding odds. Contests & Free-to-Play Games such as Streak Survivor offer cash prizes. Finally, the Affiliate Program provides a commission-based model for publishers, managed via Income Access software.
Market Position and Ownership
Covers.com is widely regarded as the most trusted independent source of sports betting information globally, with more than 35 million annual visitors. It competes with other betting information sites like Sports Illustrated Betting, Action Network, and OddsChecker. The platform is owned by CS Media Ltd., a subsidiary of Legend, a world-class sports betting and gaming group. The brand operates independently under the Legend umbrella, with employees across Canada, the US, and the UK. Covers.com continues to invest in video, social media, and gaming content, and has recently expanded into emerging sectors like prediction markets, micro-betting, and social sportsbooks.
Key Products
Live Odds & Betting Lines
Real-time odds from legal sportsbooks for NFL, NBA, NHL, MLB, NCAA, and more.
Statistical Database
Historical sports data and analytics to support data-driven betting.
Expert Picks & Analysis
Daily predictions, matchup previews, and betting insights from professional handicappers.
Covers BetSmart System
Proprietary rating system for evaluating sportsbooks and betting strategies.
Mobile App
iOS/Android app launched in 2025 for live odds, picks, and notifications.
Community Forums
User-driven discussion platform for sharing picks and strategies.
Sportsbook & Casino Reviews
Unbiased, detailed evaluations of legal betting sites in the US and Canada.
Betting Promos & Bonuses
Curated offers and sign-up bonuses from top sportsbooks.
Sportsbook Toplists
Ranked comparisons of sportsbooks based on key features and user experience.
Educational Content
Guides on betting basics, responsible gaming, and industry trends.
Contests
Free-to-play games like Streak Survivor with cash prizes.
Affiliate Program
Commission-based program for publishers (managed via Income Access).